The realm of menswear influencing is currently undergoing a profound transformation. What was once dominated by mere aesthetic displays of outfits is now evolving into a space that prioritizes genuine style education, credibility, and strong community engagement. As male consumers increasingly seek practical advice on navigating the complexities of modern fashion, a new generation of content creators and industry professionals are stepping forward to fulfill this need. This shift also sees brands moving away from solely focusing on influencer follower counts, instead seeking partnerships with individuals who embody authentic values and offer substantial expertise, thereby cultivating a "trust economy" within the fashion influencing sphere.
The Evolving Landscape of Menswear Influencing
In New York, Elliot Duprey, a 25-year-old menswear influencer, has rapidly garnered over half a million followers on TikTok and Instagram since 2022. His success stems from an educational approach to style, often featuring iconic brands like Ralph Lauren and Giorgio Armani, encapsulated by his popular catchphrase, "If you can’t dress well cheaply, then you can’t dress well at all." This resonates with a broader trend where men are seeking more than just aspirational imagery; they desire tangible fashion and styling knowledge from relatable and authoritative figures. Industry experts, including Katie Devlin, a fashion trends editor at Stylus, note a rising fashion consciousness among men, who, despite growing interest, often feel overwhelmed by shifting styles and the sheer volume of new brands. This has led many to seek guidance on platforms like Reddit, creating an opportune moment for influencers like Duprey to bridge this knowledge gap with informative content. For instance, Duprey’s “If you can’t dress cheaply” series, which demonstrates assembling stylish outfits for under $100, proved to be a major engagement driver, tapping into men’s desire for a simplified “formula or rule book” for getting dressed. Thomas Walters, chief innovation officer at Billion Dollar Boy, emphasizes that the menswear influencer space is now “broader, more self-assured and far more community-driven,” with a focus on confidence-building rather than rapid trend cycles. This evolution has opened doors for stylists, such as Marc Forné, signed by The Wall Group, to become influential creators by curating narratives for brands and integrating products into their daily lives and client work. Non-traditional collaborations, from NFL players showcasing their tunnel walk outfits to podcasters starring in campaigns, are also on the rise, demonstrating a diversification of influential voices beyond traditional bloggers, as highlighted by Sofia Corti Maderna of KCD, who emphasizes the importance of timely and culturally relevant partnerships for driving sales, like the successful Bonobos linen suiting campaign featuring “The Basement Yard” podcast hosts Joe Santagato and Frank Alvarez.
Beyond Outfits: The Rise of Trust and Authenticity
The days when merely being attractive and well-dressed sufficed for menswear influencers are long gone. Today’s consumers and brands demand more than just visual appeal; they seek compelling visual narratives, content that encourages saving, and a clear path to purchase, all delivered with genuine charm. Walters notes that “OOTDs and dressing well aren’t enough anymore,” requiring creators to weave fashion into a broader story, cultivating a distinct voice, community, and cultural niche. This necessitates longer-form reviews and behind-the-scenes content to build trust. Loren Fizer, with 43,000 Instagram followers, exemplifies this shift, finding success with outfit videos featuring detailed, thoughtful captions. Nolan Daniel White, based in Montreal, is also pivoting towards longer-form videos, believing audiences now desire “more meaningful content” that offers “nuanced opinion, storytelling, education and meaning.” Even showcasing personal outfits now requires greater creativity. New York influencer Mark Boutilier injects humor, satirizing his profession with videos like his “summer shoe rotation” performance. Albert Muzquiz, known for his millennial Tom Selleck lookalike persona, uses self-deprecating humor, like his “brainless GRWM influencer factory” video, to build relatability and trust. This comedic approach allows creators to connect with audiences on a deeper level, transforming aspirational content into something more authentic and engaging. Brands are also re-evaluating their partnerships, moving beyond mere follower counts to prioritize “real” individuals whose lives and expertise align with their core values. Nicholas Ragosta and Agyesh Mandan, co-founders of Stoffa, exemplify this by collaborating with individuals like gardener Louis Easton, emphasizing shared values over superficial aesthetics. Similarly, New York-based brand 3Sixteen eschews paid posts, opting for organic collaborations with existing customers who genuinely advocate for the brand. The growing emphasis on authenticity extends to tangible offline experiences. Boutilier plans more in-person events and product collaborations, such as his successful belt partnership with Maximum Henry, demonstrating the value of “doing things in real life.” Finally, the rise of AI in content creation means originality matters more than polished perfection. London musician Reuben Larkin, with his nostalgic tailored looks, observes that brands requesting photoshopped creases are out of touch. He believes imperfections allow people to envision themselves in the clothes, fostering a genuine connection. Ultimately, the menswear creators who will thrive are those who combine knowledge, credibility, and relatability to provide valuable and accessible content without being patronizing, as evidenced by Duprey’s viral video on tying a four-in-hand knot, proving that even seemingly simple advice can resonate deeply with a large audience.
The evolution of menswear influencing highlights a critical shift from superficial aesthetics to profound authenticity and educational value. As consumers become more discerning, they seek genuine connections and credible advice, driving influencers and brands alike to redefine their strategies. The future of menswear influencing lies in fostering trust, nurturing community, and delivering content that is both informative and relatable, ultimately empowering men to confidently express their personal style.
