Lancôme has unveiled 21-year-old YouTube star Emma Chamberlain as a brand ambassador to increase engagement with Gen Zers. With authenticity and relatability key ingredients when engaging younger audiences, brands are looking to push messages of self-expression and representation.

Members of the K-POP group BTS are exploring relationships with luxury fashion houses, with Dior signing Jimin and Suga signing with Valentino. The collaborations come as the brands further expand their relationships with South Korea, where luxury spending with Dior is among the highest worldwide.

From celebrity ambassadors to online influencers, brands have long used outside partners to build loyalty and trust. But as tech destabilises traditional paths to audiences, some brands are leaning on creative directors to keep fans interested – sometimes at the cost of their original identity.

The pandemic sparked major shifts in influencer culture, with traditional celebs making way for more relatable stars and micro-communities fostering clout through shared passions. We know that personal recommendations still matter, but who will exert the most influence post-COVID-19?