The article discusses a new wave of fashion and beauty brands founded by social media influencers, such as Morgan Stewart and Aimee Song. Unlike previous trends, this group largely avoids significant investors, opting for self-funding and aiming for broader market appeal beyond their follower base. Their approach involves slower growth and launches compared to brands like Something Navy. These changes have attracted investor interest, prompting funds that focus on creator-led ventures, showcasing a strategic shift in influencer-driven entrepreneurship.
We don't want to be an influencer brand that peaks because there's this massive hype in the beginning. It's difficult to maintain momentum in the long run.
Slow Ventures announced in February that it started a $60 million fund specifically focused on creator-led brands.
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