image via nadiaaboulosn.com
Nadia Aboulhosn is the industry’s newest darling who believes that fashion should be accessible to people of all body types. Ms. Aboulhosn has been featured in prominent media outlets such as Refinery 29, Lucky Magazine, Teen Vogue, StyleCaster, Stylist, BuzzFeed, and has modeled for brands including American Apparel, Boohoo, and Addition Elle
Nadia began her blog as a creative outlet to express herself and share her passion for style. Her steadily growing fan base (302K Instagram followers, 238K Facebook fans, and 24.4K Twitter followers) consists mainly of young women who value her content for its candid and realistic appeal (see BuzzFeed’s “27 Times Nadia Aboulhosn Was Right About Everything“). In an interview with Business Insider, she shares her messaging to fans: “I’m human just like my followers, I have emotions just like them. I want people to come to my page and be inspired with whatever journey I’m on. I want them to laugh and fully be themselves just like I try to do.”
Currently, Ms. Aboulhosn has been exploring partnerships with fashion brands such as Boohoo and Addition Elle. As evinced by Boohoo’s partnership with Aboulhosn (an influecner marketing campaign that resulted in a massive 27% growth in revenue), more brands are quickly realizing that they can work alongside top social media influencers to leverage and reach their highly dedicated audiences ultimately driving up brand lift, ad recall, and profitable action. See our post here on how to measure social media influencer campaigns.
Nadia’s followers admire her for style advice and also for being a relatable voice for young women. They view Nadia as an inspiration, challenging conventional beauty standards. By also being blunt, candid, and staying true to herself, she garners an overwhelmingly positive response from her fans
Influencers like Nadia have caught the attention of brands such as Boohoo, a UK e-commerce retailer. The struggling company had commissioned Aboulhosn to design for their plus-sized collection and promote the company through social media. According to Business Insider, Boohoo shares had collapsed 40% in January 2014 despite increasing advertising spend by 25% in Q4 2013.
image via nadiaaboulhosn.com
Aboulhosn’s fans, who consist of teens and young Millennials, look to these top fashion and beauty influencers for advice. In a recent Variety article, it was found that social media celebrities are outranking mainstream celebrities in popularity. Brands like Boohoo have leveraged influencer marketing strategies to appeal to their ideal customer. Instead of print ads, display ads, and TV commercials, influencers post sponsored content on their blog and social media accounts while showing off the company’s products in a more realistic, integrated, and relevant setting. The strategy was a success. With Aboulhosn’s capsule collection accounting for 2.8% of sales, the BoohooPLUS line helped total revenue increase by 27%.
Nadia has also collaborated with Canadian plus-sized fashion retailer Addition Elle to launch a personalized capsule collection.
In her Daily Dot feature “The Sexy, Profane Appeal Of Fashion Blogger Nadia Aboulhosn,” Nadia recounts how her rejection to the Fashion Institute of Technology strengthened her resolve to blog extensively until she made it in the fashion industry. Though many brands, employers, and media peg Nadia as simply a “plus-sized model,” Aboulhosn is a style inspiration to women of all sizes citing how she’s happy to represent on behalf of plus-sized women everywhere, “but I also have anorexic and bulimic women telling me, ‘You saved my life!’ So why would I want to just inspire plus-sized women?” Watch out for Nadia Aboulhosn’s next fashion move.