Influencer Marketing for Fashion Brands

This course provides the context and tools to create relevant, high-impact influencer marketing strategies, for both influencers and fashion companies. By alternating between the perspectives of a brand and an influencer, you will learn to develop an aligned strategy based on specific KPIs that go beyond follower count, create a content plan, define actions, curate content, negotiate budgets and agreements, and navigate the legal and ethical questions the industry now faces.

The approach is highly practical and built on critical thinking and open dialogue rather than fixed answers. Through the analysis of current case studies, industry trends, and real-world campaigns, you will explore how influencer marketing strategies are conceived, activated, and measured across today’s fashion and digital media landscape.

You will work with key concepts such as creator ecosystems, audience behavior, engagement and retention, social commerce, brand partnerships, and performance analysis. You will also address the impact of artificial intelligence, live commerce, new content formats, and the growing professionalization and regulation of the creator economy, and see how brands build relevance, credibility, and cultural impact through creators, communities, and digital platforms.

Start of the next intake: November 13, 2026. This specialization course consists of 40 hours of in-person training at our 22@ campus, split across two weekly sessions: Friday afternoons (4:00 pm to 8:00 pm) and Saturday mornings (10:00 am to 2:00 pm).

1. INTRODUCTION TO THE DIGITAL FASHION CONTEXT

• You will understand today’s digital fashion landscape through its most relevant and current cases: how the algorithm, the brand, and the community feed each other in a non-linear ecosystem; how the same message must be adapted to the language of each channel; and how the Owned / Earned / Paid framework helps map where a brand’s visibility actually comes from.

2. THE AGE OF CREATORS

• What does it mean to be an influencer or a creator today? You will map and analyze the most relevant fashion creators today, from macro to nano, and explore how the profile has evolved, from early blogs, through TikTok culture, to the rise of “intellectual influence” and AI-generated or virtual influencers, and why audiences are increasingly choosing depth and point of view over reach.

3. INFLUENCER MARKETING STRATEGY, NEGOTIATION, AND REGULATION

• Learn how to build influencer marketing strategies: analyzing the context, defining KPIs beyond follower count (retention, values, trust), creating a content plan, planning actions and calendars, negotiating budgets and agreements, and complying with influencer regulation. You will move from vision to strategy to a contract both sides can defend.

4. CONTENT PLAN, CONTENT CREATION, AND BRAND ETHICS

• Behind a spontaneous Instagram picture or a TikTok video from an influencer, there is often a lot of work that typically involves a team, increasingly assisted by generative AI. Through a series of masterclasses, digital professionals will share creative insight into influencer marketing. The module also examines the authenticity backlash (“deinfluencing”) and the ethics of controversy-driven campaigns, using real recent cases as discussion material.

5. PROJECT WITH A BRAND

• Using a real brief from a fashion brand, you will work as an influencer marketing manager or influencer to develop a strategy, applying the Owned / Earned / Paid framework and your own criteria-based reading of the market, and bring it to life by creating some of the content in the editorial plan.

*The study plan is subject to change.