From Celebrity Endorsements to Short-Form Video: A New Era for the Fashion Industry

Not long ago, the fashion industry followed an unwritten rule:
If you wanted your brand to be seen, you needed a celebrity endorsement.

Celebrities dictated what was “in.” Runways set the tone. Magazines shaped public taste. The entire fashion pipeline was controlled by a few influential figures—and only brands with deep pockets could afford this system.

Then short-form video arrived, and everything changed.

TikTok, Instagram Reels, and YouTube Shorts shifted fashion from a top-down model to a community-driven ecosystem. Trends are no longer created by celebrities—they’re created by anyone who can make relatable, fun, or authentic content.

1. Influence moved from celebrities to everyday users
Today, a 10-second outfit video,
a girl sharing “3 must-have winter sweaters,”
or a guy teaching “how to style an oversized knit”
can outperform a celebrity commercial.

Consumers trust “people like me” far more than “people paid to wear this.”

2. Brands no longer need massive budgets to be visible
Short video democratizes visibility:

• Small brands can explode overnight from one viral clip

• Independent designers gain fans by showing how a garment is made

• Manufacturers attract B2B clients through behind-the-scenes videos

Great content—not great budgets—creates impact now.

3. Short-form content accelerates product development
In the past, brands waited for celebrity events to validate trends.
Now they simply:
👇 Upload a try-on video
👇 Read audience feedback
👇 Finalize designs in days
👇 Test with small batches

For knitwear manufacturers offering fast sampling and small-order flexibility, this shift is a huge advantage. Short-video trends move fast, and agile production wins.

4. Fashion is becoming more democratic
No celebrity? No glossy campaign? No problem.
Short-form video allows brands, designers, and even regular consumers to shape the industry.

It brings:
More authenticity, faster validation, lower barriers, and more opportunities.

Conclusion
Short-form video hasn’t replaced celebrity endorsements—it has replaced the old rules of who gets to influence fashion.
Today, success belongs to brands that can tell authentic, engaging stories that resonate with real people.

If you want to learn more, please contact us.
We are a professional sweater manufacturer with more than 20 years experience.
We can provide you personalized custom sweater service.