Influencer Culture and the Commodification of Tradition

Let’s be real — have you ever scrolled through Instagram and seen someone in a traditional cultural outfit they clearly know nothing about, just for the ‘gram? Yeah, we’ve all been there. Welcome to the age of influencer culture, where heritage gets repackaged as aesthetic, and authenticity often takes a backseat to engagement.

Now, don’t get me wrong — I love fashion, and I love seeing global styles go viral. But when influencers wear sacred garments like Native American headdresses or Japanese kimonos as party costumes, it’s not just tone-deaf — it’s part of a bigger issue: the commodification of tradition.

What does that mean exactly? Simply put, it’s when elements of a culture — especially those from marginalized communities — are stripped of their meaning and sold for profit or clout. And unfortunately, social media has turbocharged this trend.

The Data Doesn’t Lie

A 2023 study by the Global Cultural Ethics Project found that over 68% of Gen Z consumers couldn’t identify the cultural origins of trending fashion items they admired online. Even more alarming? 41% admitted they’d buy or wear culturally significant items without researching their background.

Check out this breakdown of popular cultural symbols vs. public awareness:

See the pattern? These aren’t just fashion choices — they’re spiritual, ceremonial, or identity markers. When influencers treat them as props, they erase centuries of history.

So What Can We Do?

First, call it out — respectfully. If you see a brand using a cultural tradition as a marketing gimmick, ask: Who benefits? Is the community being credited or compensated? If not, that’s exploitation, not appreciation.

Second, support creators who do it right. Influencers like @SisterhoodOfTheSun (a collective of Indigenous storytellers) or @DesiStyleArchive are redefining representation by sharing their heritage on their own terms.

The Bottom Line

Influencer culture isn’t going away. But we can demand better. Before you repost that ‘boho chic’ look, take five seconds to Google its roots. Real style isn’t about what you wear — it’s about the respect you show.

Let’s make authenticity the next big trend.