"When Claire Hunter launched her fashion-focused Instagram account, The Endless Hunt, in November 2025, she knew her approach wasn't aligned with what was trending. Created to support her personal shopping business, the account highlights emerging designers and niche aesthetics, from smaller jewellery labels like Sophie Bille Brahe and Cano to stand collar jackets and zebra stripes. But at the time, social media was filled with sameness: shoppers and creators hopping on viral microtrends and sharing dupes."
"As feeds become increasingly filled with AI-generated content - often referred to not-so-lovingly as "AI slop," influencers, who develop a human connection with their followers, seem poised to serve as an antidote. But overcoming the growing wave of AI - in content, shopping recommendations and more - will present its own challenges. Not only are creators competing with the other posts in their feeds, but also the growing capabilities of LLMs like ChatGPT and platforms like Daydream, an AI-powered shopping search engine."
Claire Hunter launched The Endless Hunt to support her personal shopping business by showcasing emerging designers and niche aesthetics, attracting followers tired of viral microtrends and dupes. The account highlights smaller jewellery labels and distinctive garments, and followers responded with messages praising its refreshing approach. Feeds are increasingly filled with AI-generated content, often called "AI slop," positioning human creators as potential antidotes due to personal connections. Creators now compete not only with other posts but with LLMs like ChatGPT and AI shopping engines such as Daydream. To stay relevant, creators must emphasize unique points of view and leverage established trust rather than chase trends.
Read at The Business of Fashion
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