Fashion influencer marketing: redefining style in the UK

From TikTok styling videos to Instagram fit checks, fashion influencers shape how people express themselves and shop. For brands, they’re not just tastemakers but strategic partners who build trust, spark conversations and convert audiences.

What do UK consumers value most? According to the 2025 Sprout Social Index™, it’s authenticity. It’s the top trait they want to see from brands, as well as the hallmark of great fashion influencer marketing.

Let’s explore the UK’s evolving influencer landscape, what to look for in a strong partnership and who’s leading the charge in fashion right now.

Top 10 must-know UK fashion influencers in 2025

Looking to elevate your influencer strategy with creators who shape what’s next in fashion? These 10 UK-based style leaders aren’t just trendsetters, they’re culture drivers with engaged communities across Instagram, TikTok and YouTube.

Whether you’re building an influencer shortlist or seeking creative inspiration, here are the names to know.

1. Nyane Lebajoa (@nyane)

• Instagram: 2.5M
• TikTok: 2M
• YouTube: 427K

Nyane Lebajoa blends fashion with fantasy in her unmistakable #LetsDressMeUp series. Her doll-like makeup and NPC-style (non-playable character) GRWM videos transform everyday outfit creation into a performative art form. As founder of the TEMPER wig line, Nyane models her pieces with editorial flair and originality.

Source: Instagram

2. Koleen Diaz (@koleendz)

• Instagram: 721K
• TikTok: 691K
• YouTube: 1.58M

Koleen’s content bridges streetwear edge with global travel aesthetics. Her signature vlogs and #GRWM videos give followers a glimpse into solo living in London and fashion discovery on the move.

Source: Instagram

3. Chioma Nnadi (@chiomannadi)

• Instagram: 100K

As Head of Editorial Content at British Vogue, Chioma shapes the voice of one of the most iconic global fashion brands. Her influence extends beyond her title, as she’s a respected storyteller, interviewing visionaries like FKA Twigs and Rihanna.

Source: Instagram

4.  Agnes Pusztai (@whatgigiwears)

• Instagram: 395K
• TikTok: 36.6K

Known for her elevated high-street looks, Agnes mixes oversized tailoring, retro patterns and functional outerwear for the woman who needs style and practicality. Her feed is a masterclass in effortless city fashion.

Source: Instagram

5. Madame Joyce (@madamejoyce1)

• Instagram: 113K
• TikTok: 868.5K
• YouTube: 161K

The voice behind podcast “Cocktails and Takeaways” is also a fashion powerhouse. Madame Joyce’s vibrant style features luxe textures, bold silhouettes and standout pieces, reflecting her presence as a multi-hyphenate creator.

Source: Instagram

6. Stephen Omotayo (@somotayo10)

• Instagram: 153K
• TikTok: 1.3M

Stephen Omotayo offers a lesson in menswear versatility. From modern business fits to blockcore basics, his aesthetic content and thoughtful colour coordination make him a go-to for everyday menswear inspiration.

Source: Instagram

7. Izzy Manuel (@izzy_manuel)

• Instagram: 17.1K
• TikTok: 1.5K

Izzy Manuel champions dopamine dressing with a sustainable twist. Her ethical fashion content is full of colour, texture and play, making partnerships with her ideal for brands prioritising values and creative storytelling.

Source: Instagram

8. Lydia Rose (@fashioninflux)

• Instagram: 2.6M
• TikTok: 470.4K
• YouTube: 154K

A longtime favourite in UK fashion, Lydia brings smart casual energy to life with try-ons, beauty tips and recs and now, mum-friendly fits. Her recent motherhood content has expanded her reach into the lifestyle space.

Source: Instagram

9. Lydia Tomlinson (@lydiajanetomlinson)

• Instagram: 1.6M
• TikTok: 210.8K
• YouTube: 856K

Lydia advocates for timeless style over fleeting trends. Her educational content breaks down wardrobe strategy, think versatile staples, outfit formulas and elevated basics.

Source: Instagram

10. Efe Efeturi (@efe.efeturi)

• Instagram: 388K
• TikTok: 131.6K
• YouTube: 1.28K

Efe is redefining style for senior men with polish and poise. With a focus on grooming, cologne and classic menswear, his audience proves that style is ageless and still aspirational.

Source: Instagram

The UK fashion influencer marketing landscape

UK fashion influencers are driving a new era of brand partnerships, where creativity meets social commerce and authenticity drives business outcomes. In fact, Influencer’s State of Influencer Marketing in the Fashion Industry report projects that the UK’s influencer marketing industry should top US$1.73 billion between 2024 and 2029, growing at a steady 8.14% annual rate.

Fashion plays a major role in that growth. UK apparel revenue is on track to hit US$33.09 billion by the end of 2025, with luxury fashion alone contributing US$8.12 billion. And as e-commerce expands, fashion creators will only become more influential across the buyer journey.

UK consumers are especially active on social when it comes to trendspotting and brand engagement. The 2025 Sprout Social Index™ found that 91% of UK consumers use social to stay culturally informed, and 54% turn to Instagram specifically.

Influencer content isn’t just entertaining, it also drives action for retail brands on social. Sprout also found in its State of Influencer Marketing Report that nearly half of UK and US consumers say they make at least one purchase a month based on influencer posts.

For social media teams, the challenge is precision, not volume. To help with this, Sprout Social’s influencer discovery tools, which use AI-powered filters, pinpoint creators based on engagement rates, audience makeup and Advertising Standards Authority (ASA) compliance. That means you can identify micro and nano influencers with real reach and prove the impact of every partnership.

Best UK fashion micro-influencers

Influencer marketing isn’t just about follower counts, it’s about community, creativity and credibility. These five UK fashion micro-influencers punch well above their weight, making them ideal partners for niche campaigns and authentic storytelling.

11. Nicole Careri (@nicole_careri)

• Instagram: 44K
• TikTok: 16.7K

Stylist and jewellery brand founder Nicole Careri delivers high-impact visuals with architectural backdrops and sculptural styling. From metallic heels to distressed bomber jackets, her sultry-meets-streetwear aesthetic is anything but basic. Nicole is also a Savage x Fenty ambassador and has styled for celebrities, giving her fashion content added industry credibility.

Source: Instagram

12. Zoe Ilana Hill (@zoeilanahill)

• Instagram: 72.1K
• TikTok: 10.9K
• YouTube: 6.24K

Zoe Ilana Hill brings petite fashion to the forefront, styling everything from Zara basics to Prada sunnies. Her jet-set lifestyle and playful haul videos strike a relatable, aspirational balance. Zoe partners with high street staples like White Fox Boutique and Miss Lola, making her a smart pick for brands aiming to bridge accessibility and flair.

Source: YouTube

13. Olivia Wayman (@oliviasshoppingdiary)

• Instagram: 104K
• TikTok: 68.2K

Olivia Wayman is your minimalist muse with a love for timeless style. Her mood boards and fashion diaries offer insight into how to build a luxe wardrobe with longevity in mind. As a Substack writer and conscious consumer, she influences both what people wear and how they shop.

Source: Instagram

14. Liv Effia Blankson (@livblankson)

• Instagram: 31.6K
• TikTok: 1.8K

Liv brings personality and versatility to her fashion content. She effortlessly mixes casual styling with niche interests like natural hair care and F1 racing. Her ability to intersect lifestyle content with fashion makes her a standout choice for brands looking to reach multi-interest audiences.

Source: Instagram

15. Penny and Nikki (@styleinthestix)

• Instagram: 30.7K

Penny and Nikki are UK-based micro influencers who are redefining rural fashion with a sustainable edge. From their home in Rutland, they share thoughtfully styled looks that prioritise pre-loved, ethical pieces and offer a grounded, accessible take on slow fashion.

Source: Instagram

Top male fashion influencers in the UK

Looking to reach stylish UK audiences? These male fashion influencers lead with distinctive looks, creative storytelling and loyal communities across social platforms. From streetwear to classic tailoring, here’s who to watch.

16. D’nieccio Mitchell (@dnieccio)

• Instagram: 506K
• TikTok: 549.8K

D’nieccio blends 90s and early 2000s nostalgia with modern flair. His outfit-of-the-day series, “Documenting My Fits,” showcases oversized denim, varsity jackets and sports jerseys, styled with sneakerhead precision.

Source: Instagram

17. Artur Kramer (@arturkramer)

• Instagram: 1.8M
• TikTok: 3.3M

With his signature transitions and bold edits, Artur’s content feels cinematic. A high street favourite, he regularly partners with NovaMen and Boohoo, and sources styling inspo directly from his comments.

Source: Instagram

18. Sam Gray (@samgraystyle)

•  Instagram: 19.5K

Sam’s style is rooted in classic menswear. Think crisp white tees, tailored suits and heirloom-worthy accessories. His page is a go-to for timeless inspiration and elevated basics.

Source: Instagram

19. Gurj Sohanpal (@gurjsohanpal)

• Instagram: 23.7K
• TikTok: 258

London-based fashion blogger Gurj pairs refined menswear with scenic travel backdrops. He collaborates with niche fragrance brands like Penhaligon’s and luxury watchmakers such as Tag Heuer, bringing aspirational lifestyle content to life.

Source: Instagram

20. SM (@dapperclassic)

• Instagram: 124K

SM describes his feed as a “daily style diary”. A Proper Cloth partner, he curates looks that showcase classic tailoring, rich knitwear and versatile footwear, all underpinned by sophistication.

Source: Instagram

Best high-street fashion influencers in UK

Luxury may dominate headlines, but high street fashion shapes everyday style. These influencers combine accessibility with flair, making them ideal for trend-driven, values-aligned campaigns.

21. Eleftherios Vogiatzis (@elefv)

• Instagram: 141K
• TikTok: 96.7K

Known for his clean, modern aesthetic, Eleftherios documents his everyday outfits and showroom visits with effortless charm. He’s collaborated with H&M, COS and Zara, bringing high street staples to life.

Source: Instagram

22. Joel Mcloughlin (@gallucks)

• Instagram: 310K
• YouTube: 157K
• TikTok: 52.9K

Joel’s edgy, mostly-monochrome style is equal parts rebellious and refined. Beyond London Fashion Week vlogs, he shares candid content about personal journeys, creating a genuine bond with followers.

Source: Instagram

23. Patricia Niamh O’Dwyer (@patriciaodwyer)

• Instagram: 31.8K
• TikTok: 1K

Patricia brings personality and polish to every look. Her #WaysToWear videos break down styling for bold pieces, while her contributions to Sheer Luxe and The Wedding Edition speak to her editorial credibility.

Source: Instagram

24. Claudia Berresford (@claudia_berresford)

• Instagram: 32.4K
• TikTok: 1.2K

Content creator and fashion blogger Claudia Berresford blends trend forecasting with real-time styling. Her content includes seasonal mood boards and tutorials, making her a relatable guide for fashion-conscious shoppers.

Source: Instagram

25. Omer Elsarrag (@omerelsarrag)

• Instagram: 171K
• TikTok: 283.2K

Omer is a men’s fashion influencer and the go-to for elevating everyday fits. His clean-cut guides spotlight staples like Chelsea boots, corduroy shirts and polos, making high street fashion feel high-end.

Source: Instagram

26. Jordan Grant (@jo.rdan)

• Instagram: 124K

Content director at Heat and fashion week regular, Jordan is one of London’s rising style icons. She mixes high-end labels like Jacquemus with partner brands like Aritzia, delivering bold yet wearable looks.

Source: Instagram

Best luxury and designer fashion influencers in UK

Luxury and designer fashion in the UK involves bold personalities who set trends, not just follow them. These influencers combine high-end aesthetics with genuine audience connection, which makes them invaluable for brands that are seeking to elevate their image and reach discerning consumers.

Here are a few to know about:

27. Lorna Luxe – @lornaluxe

• Instagram: 1.4M

Known for her “violently iconic” aesthetic and candid approach to body image, Lorna bridges aspirational fashion with emotional relatability. Her consistent transparency and high-converting partnerships make her a standout for brands that are looking to connect on more than just style.

Source: Instagram

28. Melissa’s Wardrobe – @melissaswardrobe

• Instagram: 378K
• TikTok: 227.6K

Melissa is one of the UK’s most respected luxury fashion stylists and content creators. Her styling blends timeless elegance with editorial flair and often spotlights emerging designers and underrepresented voices in fashion. Based in London, she offers a distinctly British take on luxury, rooted in confidence, culture and community.

Source: Instagram

29. Olivia Charlotte Burton – @oliviacharlotteburton

• Instagram: 261K
• TikTok: 74K

Based in Manchester, Olivia brings a distinctly northern charm to the UK luxury fashion scene. Her content blends high-end fashion with real-life relatability, think designer staples styled for everyday wear against the backdrop of everyday moments. It’s this grounded approach that makes her stand out in a space that often sees polish over personality.

Source: Instagram

30. Noorie Ana – @noorieana

• Instagram: 139K
• YouTube: 139K

London-based Noorie Ana blends fashion and travel into a lifestyle her followers aspire to. Known for her vibrant outfit inspiration, modest yet trend-led looks, and candid GRWM videos, she shows how style translates seamlessly from London streets to destinations abroad. Her travel content, whether exploring European city breaks or tropical getaways, offers followers fresh ideas for versatile, on-the-go wardrobes.

Source: Instagram

Top plus size fashion influencers in the UK

Inclusive representation isn’t optional, it’s essential. These UK-based plus size fashion influencers are redefining beauty standards and cultivating powerful, loyal communities through confidence-led content and style-forward storytelling.

31. Alexia (@curvylexie28)

• Instagram: 38.4K
• TikTok: 8.4K
• YouTube: 2.09K

Alexia champions body confidence through fashion hauls, mobility tips, outfit inspiration, and wellness content. A Fabletics ambassador, she also partners with high street brands like Boohoo and Shein. Her inclusive content often features her husband, who is also an influencer, to create moments of style and support.

Source: Instagram

32. Talisha Jade (@_talishajade)

• Instagram: 85.2K
• TikTok: 157.4K

Talisha is a curve model and lifestyle creator offering outfit inspiration for every occasion. Her fashion-forward content showcases looks from Bravissimo and She Oath, while her vlogs reflect her authentic approach to everyday glam.

Source: Instagram

33. Laura Ferry (@whatlauraloves)

• Instagram: 245K
• TikTok: 39.6K

Laura merges fashion with advocacy. A former BBC “I Can See Your Voice” contestant and travel blogger, she also discusses ADHD and confidence with raw honesty. Whether she’s trying on holiday looks or sharing mental health reflections, her presence is as real as it is inspiring.

Source: Instagram

34. Natasha Lee (@beyondbeautifullwoman)

• TikTok: 4.7K

Stylist, coach and Fashion Nova Curve ambassador Natasha helps her “big baddies” feel their best. Her TikToks and Instagram Reels are equal parts empowering and practical, with holiday swimwear tips and tailored styling tips designed for plus size women.

Source: Instagram

35. Diana Sirokai (@dianasirokai)

• Instagram: 1.2M
• TikTok: 350.6K

Diana is a plus size model turning heads with every post. Known for her bright bikinis, bold two-piece sets and confident style advice, she proves that fashion is for every body. A long-time partner of Fashion Nova Curve, Diana leads with fearless self-expression.

Source: Instagram

Top sustainable fashion influencers in the UK

Sustainable fashion influencers in the UK are reshaping what influence looks like by placing ethics, transparency and conscious style at the forefront. Their impact goes beyond likes and aesthetic curation to mobilise communities, inspire real change and shape consumer expectations around sustainability. Here’s how:

36. Venetia La Manna – @venetialamanna

• Instagram: 364K
• TikTok: 137.3K

A sharp critic of fast fashion and co-founder of Remember Who Made Them, Venetia blends high-impact activism with minimalist style. Her audience trusts her not just for fashion inspiration but also for sparking critical conversations that brands can’t ignore.

Source: Instagram

37. Aja Barber – @ajabarber

• Instagram: 224K

Author of Consumed and Bad Vibes and a respected voice in ethical fashion, Aja brings clarity to complex issues like intersectional sustainability and overconsumption. Her content is vibrant and educational and consistently drives deep engagement.

Source: Instagram

38. Rosie Okotcha – @rosieokotcha

• Instagram: 10.5K

Rosie proves that sustainable fashion doesn’t require large budgets. Her thrifted looks and community-driven content feel hyper-local and relatable, which makes her a rising voice in grassroots influence.

Source: Instagram

39. Tolmeia Gregory – @tolmeia

• Instagram: 17.3K

An early advocate for ethical fashion, Tolmeia uses creative activism and multimedia storytelling to connect with Gen Z audiences. From podcasts to art-led protest, her platform is a dynamic mix of purpose and play.

Source: Instagram

40. Sophie Benson – @sophiebenson

• Instagram: 16K

As a journalist who covers sustainable fashion, Sophie brings facts and practical advice to her followers’ feeds. Her reporting style offers authority and clarity, which makes her content a go-to for informed consumers.

Source: Instagram

How to find the right fashion influencer in the UK

Gordon Ramsay and Victoria Beckham might command global attention, but mega influencers aren’t always the best choice, especially if you’re targeting a specific audience or seeking long-term ROI. In fact, nano and micro influencers often have a higher engagement rate than those with large followings.

These creators don’t just post, they connect. Their smaller, more focused followings tend to be highly engaged and values-aligned, which makes them ideal partners for brands that are seeking meaningful, measurable outcomes.

Use these criteria to guide your influencer selection strategy and optimise for reach, relevance and results:

• Audience demographics and brand relevance: Focus on creators whose followers match your ideal customer profile. That includes location, age, gender and fashion preferences. Sprout’s Influencer Marketing platform and influencer discovery tools make this easy. With them, you can filter by audience insights to find the right fit.
• Platform and content format fluency: Prioritise influencers who excel on the channels your customers use most, whether that’s Instagram Reels, TikTok or YouTube Shorts, and who create the kind of content that drives clicks, not just views.
• Authenticity and brand alignment: Remember that while personal style matters, shared values matter more. Sprout helps you evaluate brand fit by reviewing historical content, tone of voice and past collaborations so you can build partnerships that feel authentic and credible.
• Engagement over vanity metrics: Don’t get distracted by follower count. High engagement rates, which you measure through comments, shares and saves, signal trust and influence. And with Sprout’s AI-powered engagement filters, you can quickly surface creators who spark real conversations.
• Compliance and brand safety: From ASA guidelines to brand reputation, staying compliant is critical. To help with this, Sprout’s Influencer Marketing platform includes built-in safety checks so you can partner with peace of mind.

Sprout Social takes the guesswork out of influencer marketing. From campaign planning to performance tracking, these tools help you identify creators who align with your goals and connect with UK audiences in a way that feels both strategic and sincere.

Make a lasting impact with the right UK fashion influencers

Fashion influencers do more than model great outfits. They shape trends, drive discovery and build community. As you explore new campaigns or partnerships, look for creators who align with your brand values and connect authentically with their audience.

With so many voices in the mix, narrowing your shortlist can feel overwhelming. That’s where having the right tools makes a difference. Sprout Social Influencer Marketing can help you discover and connect with UK fashion influencers who reflect your brand and reach the people you want to engage.

Want to see how it works? Explore the Sprout Influencer Marketing platform when you’re ready.