Influencers were born when brands decided to meet their consumers where they were - online - and realised they could leverage bloggers' attendance to promote not just their shows, but their current collections too.
"Social media has made fashion about going viral - it's not about style," says Charrière. It's a short-sighted move: customers become jaded when their favourite follows start donning full, and fully-paid-for, looks.
"We used to have more power because we had a strong and direct relationship with our audiences," says Charrière, "but as influencers gained more power, they also got more greedy."
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