Top Fashion & Apparel Influencer Marketing Campaigns of All Time

Moncler took a giant leap into the Gen Z-driven, influencer-powered world of fashion marketing with the #MonclerBubbleUp TikTok challenge. What started as a quirky spin on their signature bubble jackets quickly became one of the platform’s most viral branded campaigns. The concept was simple yet brilliant: influencers like Charli D’Amelio and Bella Poarch kicked off a challenge where participants would creatively “bubble up” using everyday household items, only to reveal Moncler's iconic puffy jackets.

The result? Over 7 billion views and millions of user-generated videos, turning this campaign into a global sensation.

At the core of Moncler's strategy was the desire to seamlessly blend high fashion with the casual, playful energy of TikTok. The goal? To make luxury fashion feel approachable, engaging, and, most importantly, shareable. Moncler didn’t just rely on big names to push the campaign; they tapped into TikTok's unique ability to spark creativity and user interaction.

The result was a campaign that didn’t just talk at consumers but invited them to be part of the conversation—transforming a luxury brand into something relatable and exciting for a younger audience.

What the campaign ultimately achieved wasn’t just an uptick in views—it reshaped how fashion brands approach influencer marketing in the digital age. By tapping into a platform like TikTok with the perfect balance of humor, influencer partnerships, and user engagement, Moncler set a new standard for the industry. And in doing so, they proved that the future of influencer marketing in fashion is not just about showing off products but making the consumer an integral part of the experience.

6 of the Best Fashion & Apparel Influencer Marketing Campaigns

Fashion brands aren’t just selling clothes—they’re selling culture, community, and moments that spark conversations. From viral TikTok stunts to dance challenges that take over the internet, influencer marketing is shaping the way brands connect with audiences. The best campaigns don’t feel like ads; they feel like movements.

Let’s take a closer look at some of the most impactful fashion and apparel influencer campaigns that dominated social feeds, drove engagement, and, most importantly, got people talking.

1. Marc Jacobs & Nara Smith: The Recipe for Viral Success

If there’s one thing TikTok loves, it’s an unexpected twist on the familiar. And Marc Jacobs delivered exactly that with its wildly successful campaign featuring Nara Smith—a creator best known for making food from scratch with the kind of dedication usually reserved for watchmakers and perfectionist grandmothers. But instead of bread or butter, this time, she “baked” a Marc Jacobs tote bag. Yes, with flour, eggs, and a healthy dose of red food dye.

@marcjacobs The Tote Bag, made from scratch by @Nara Smith ♬ original sound - marcjacobs

The result? A campaign that blended creativity and influencer authenticity so seamlessly it felt less like an ad and more like an organic extension of Smith’s content. The internet ate it up—13.7 million views in 48 hours, nearly a million dollars in media impact value, and a comments section overflowing with praise. Fans dubbed it “genius” and “the collab of the century,” proving that when brands let creators do what they do best, magic happens.

Strategically, this was a masterclass in playing to TikTok’s strengths. Instead of forcing a scripted endorsement, Marc Jacobs leaned into the platform’s love for quirky, low-effort-but-high-impact content. Smith’s monotone delivery and ultra-minimalist aesthetic gave the campaign an effortlessly cool, making the brand feel less like a luxury giant and more like a natural part of TikTok’s culture.

And the numbers backed it up—Smith’s TikTok following skyrocketed by 700%, while Marc Jacobs saw engagement rates 149 times higher than their usual influencer posts.

Of course, no viral moment is complete without a little controversy. The campaign was hit with accusations of copying another creator, Mary Korlin-Downs, who had previously posted a similar video concept. While some critics cried foul, others dismissed the drama as an inevitable byproduct of the internet’s ever-churning content cycle. Either way, it barely put a dent in the campaign’s momentum.

Even with side debates about “tradwife” aesthetics lurking in the background, the overwhelming takeaway was clear: influencer-driven marketing, when done right, doesn’t just sell products—it reshapes brand perception. Marc Jacobs didn’t just go viral; it became part of the conversation. And in today’s attention economy, that’s the ultimate win.

2. Gap’s ‘Get Loose’ Campaign: When Denim Meets a Dance Revolution

Speaking of campaigns that turned into conversations, Gap took a different—but equally effective—approach with its ‘Get Loose’ campaign. While Marc Jacobs leaned into TikTok’s love for absurd creativity, Gap tapped into something just as powerful: movement.

If you ever needed proof that TikTok runs the fashion game, look no further than Gap’s campaign—a masterclass in merging influencer power, viral trends, and nostalgia-driven style. Featuring global pop star Troye Sivan and the effortlessly cool moves of the CDK Company, this campaign didn’t just promote loose-fit denim; it made wearing it feel like a movement.

@gap Get loose. Now live. Free yourself from expectations. And dance outside the lines. Big jeans, for big moves — for everyone. Featuring @troyesivan and @cdkcompany.  Choreographed and directed by @sergiovsreis.  “Funny Thing” by @thundercatmusic.
Explore the #GetLoose ♬ original sound - gap

At the heart of it all? A hypnotic, free-flowing dance routine set to Thundercat’s Funny Thing—a track practically engineered for TikTok virality. The choreography, designed by Sergio Reis, turned Gap’s Fall 2024 denim collection into a visual spectacle, proving that the right pair of jeans moves with you, not against you.

But Gap didn’t stop there. They doubled down on engagement by launching the #GetLoose TikTok challenge, inviting users to recreate the routine or show off their own Gap-styled fits. The result? Over 100,000 user-generated videos and a hashtag that dominated For You pages everywhere.

@calebkiiim Staying comfy and effortlessly stylish this Fall with @gap #GetLoose #HowYouWearGap #GapCreator Items worn: • Classic Icon Denim Jacket 🕶️ • Double-Knee Utility Baggy Jeans 🛠️ • Oversized Lined Denim Hoodie 🧵 #fyp #outfitinspo #fashiontiktok #ootd ♬ original sound - caleb

Strategically, this was a textbook example of influencer marketing done right. Instead of relying solely on traditional ad placements, Gap embedded itself into culture by tapping into the Y2K-inspired resurgence, self-expression through movement, and TikTok’s unshakable love for dance trends. And the numbers backed it up—55 million views on TikTok, 376,000 Instagram likes on Troye Sivan’s campaign post, and a fresh wave of consumers suddenly rethinking their next denim purchase.

But beyond the stats, what really made ‘Get Loose’ land was its effortless authenticity. Troye Sivan wasn’t just a face for the brand; he was the perfect embodiment of its message—modern, expressive, and impossible to ignore. By bringing in a mix of dancers, skaters, and fashion influencers, Gap ensured the campaign felt inclusive and accessible rather than just another celebrity-fronted fashion moment.

3. Yours Clothing’s Summer Campaign: A Swimwear Revolution That Actually Fits

While Gap was getting people dancing, Yours Clothing was making waves in a different way—by championing body diversity in fashion.

The industry loves to talk about inclusivity, but Yours Clothing actually delivered. Their summer campaign wasn’t just about selling swimwear—it was about changing the narrative around plus-size fashion, one confident strut at a time. Featuring four powerhouse influencers—Kerry Riches, Teni Pascal, Danielle Lucy, and Shannon Futcher—this campaign didn’t just showcase clothing; it showcased real bodies, real confidence, and real representation.

Strategically, Yours Clothing played it smart by tapping into influencers who already had deep trust within the plus-size community. These weren’t just models in a one-off ad; they were creators who actively championed body diversity and self-love year-round. By featuring them in a swimwear photoshoot that highlighted different body shapes and sizes, the campaign felt authentic rather than performative—a crucial factor in today’s increasingly discerning social media landscape.

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A post shared by Yours Clothing (@yoursclothing)

The impact? A wave of positive sentiment that extended far beyond Instagram likes. Followers praised the campaign for showcasing real women in real swimwear, breaking away from the airbrushed perfection that often dominates fashion ads. And the engagement went beyond passive appreciation—customers started sharing their own swimwear looks using #ThisIsYours, turning the campaign into a movement rather than just another seasonal drop.

@brooke.phoebe3 This set from @Yours Clothing is on repeat this summer! #fyp #yoursclothing #yoursclothinguk #thisisyours #plussize #inclusivefashion #plussizehaul #size30 #size28 #inclusivesizing #plussizesummeroutfits ♬ LUNCH - Billie Eilish

But perhaps the biggest win? The brand’s select model size tool, which lets shoppers see how swimwear looks on different body types. While a simple concept, it resonated so deeply with customers that it sparked calls for the feature to expand across more product categories. It’s proof that representation isn’t just good for social impact—it’s good for business.

4. PrettyLittleThing & Cindy Kimberly: When Affordable Chic Meets Influencer Gold

Now, while Yours Clothing was redefining body diversity, PrettyLittleThing was proving that influencer marketing doesn’t always need a grand social statement to be effective. Sometimes, it’s about creating the perfect blend of aspirational and attainable—and Cindy Kimberly was the perfect ambassador to bring that vision to life.

PrettyLittleThing knows the influencer game inside and out, and their latest campaign with Cindy Kimberly (aka Wolfie Cindy) was no exception. With 7.1 million Instagram followers and an effortless cool-girl aesthetic, Cindy was the perfect muse for PLT’s latest collection—an affordable, trend-forward lineup that blurred the lines between runway glamour and everyday wear.

This wasn’t just another influencer collaboration; it was a masterclass in visual storytelling. Cindy didn’t just model the collection—she embodied it. A mix of blazer dresses, cut-out maxis, and sleek co-ords set the stage for a campaign that felt both aspirational and attainable, hitting the sweet spot for PLT’s fashion-savvy audience. And, of course, the price point (starting at just £18) made it all the more irresistible.

Strategically, PLT played it smart by spreading the campaign across Instagram, TikTok, and YouTube, ensuring maximum visibility. Cindy’s high engagement rates—2.97% on Instagram and 4.26% on TikTok—gave the collection a built-in audience that was ready to shop. Plus, with 89.5K average views per TikTok video, PLT wasn’t just selling clothes; they were fueling fashion conversations across platforms.

At the end of the day, PLT didn’t reinvent the wheel—they just spun it flawlessly. With a well-chosen influencer, a collection that felt both trendy and wearable, and a cross-platform strategy that hit all the right notes, this campaign proved that when influencer marketing is done right, it doesn’t just sell clothes—it sells a whole mood.

5. SHEIN’s Spring Sales Campaign: Turning Try-Ons into TikTok Gold

As PLT was riding high on influencer-driven visual storytelling, SHEIN took an entirely different route—but one that proved just as effective. Instead of relying on a single star, they embraced a multi-influencer strategy that flooded the internet with fashion moments, making sure no one could scroll without seeing SHEIN.

SHEIN has influencer marketing down to a science, and their spring sales campaign in the Philippines was yet another masterclass in digital domination. Instead of banking on a single big-name endorsement, SHEIN went full throttle, enlisting both macro and micro-influencers across YouTube, Instagram, and TikTok to generate buzz. The result? A campaign that felt everywhere, all at once—and one that turned social feeds into SHEIN runways overnight.

@shein_phThe secret is out! Join us on another Pop-Up experience and get ready to catch exclusive deals, fun activities, and surprises! 👗👜👠 🗓️ July 16-21 (Tues-Sun) ⏰ 10AM to 10PM 📍 One Ayala, Makati City 2nd Level Concourse Save the date and stay tuned to our socials for exciting event updates coming your way! 😍 Tag your friends and let's spread the word about SHEIN's most fashionable event ever! ✨🛍️ 👉 RSVP now and receive a FREE GIFT! Click the link in bio. #SHEINtakesPH #SHEINph #SHEINstylePH♬ original sound - SHEIN Philippines

The strategy was simple but effective: show, don’t just tell. Influencers flooded social media with clothing hauls, try-ons, and customer reviews, giving potential buyers a firsthand look at SHEIN’s latest pieces. TikTok filters and Instagram Stories kept the content interactive, while long-form YouTube videos allowed for deeper product breakdowns.

@karaysabella quick haul — all from SHEIN MOD @SHEIN Philippines use my code “karaysa” “karaysa15” or “KaraR” to save some ₱₱₱! #sheintrendsph #shein33sale #sheinhaul #tryon ♬ Crystal Waters Gypsy Woman (Live) - Dj djacky mix

This multi-platform blitz ensured that whether users were scrolling for a quick outfit inspo or binge-watching haul videos, SHEIN was impossible to miss.

And the numbers? They didn’t just break engagement records; they set new ones. One influencer pulled an 85% engagement rate on TikTok (yes, you read that right), while the campaign racked up 800,000+ views on YouTube and reached over 1.3 million Instagram users. That’s fast fashion meets fast virality.

SHEIN also leaned into platform-specific strategies—a smart move in an era where a TikTok trend can sell out a product overnight. The use of TikTok filters and interactive Instagram Stories made engagement feel effortless, while high link-click rates on Instagram proved that audiences weren’t just watching—they were shopping.

6. Cider & Haley Kalil: When Festival Fashion Meets IRL Hype

Finally, let's talk about Cider. While SHEIN was dominating the fast fashion space with a digital-first approach, Cider was proving that influencer marketing doesn’t always have to be about the virtual. Sometimes, the real-world experience is just as crucial to building a connection—and Cider’s collaboration with Haley Kalil was the perfect example of this.

If there’s one thing Cider understands, it’s that fashion is a conversation—and their New York campaign with Haley Kalil proved they’re fluent in both digital buzz and real-world impact. This wasn’t just about selling music festival outfits; it was about turning NYC into a living, breathing ad campaign and letting influencers—and their followers—do the talking.

At the center of it all? Haley Kalil, a macro influencer with 3 million Instagram followers and the kind of effortless cool that makes you want to buy whatever she’s wearing. She hyped up Cider’s festival-ready collection, leading followers straight to the brand’s NYC pop-up store—because what’s better than scrolling through styles? Trying them on IRL. And to make sure the city felt Cider’s presence, the campaign extended beyond social, with influencers interacting with out-of-home ads plastered across New York.

The result? A seamless blend of online influence and real-world engagement made the brand impossible to ignore.

@haleyybaylee William took me on a date to Cider’s NYC Pop-Up Store!! Best day ever! 🥰💕🎉Mark your calendars for the grand opening on Nov 4 at 33 Howard St, open through Jan! You can also check out their pop-up collection online at link in bio 👀👀👀@Cider #CiderNYC #BillionaireBoyfriend ♬ Sunday Kind of Love - Etta James

But what really set this campaign apart was Cider’s community-first approach. Their 15,000+ member Discord server—yes you read that correctly—wasn’t just a marketing tool—it was a real-time feedback loop, giving fans a say in what they wanted to wear. And the impact? Massive. The campaign helped fuel the growth of Cider’s Curve line to over 15% of their business, proving that when brands actually listen, customers respond.

Social media backed up the success. Cider’s 5 million Instagram followers and expansion into TikTok Shop in the U.S. showed that the demand wasn’t just hype—it was turning into real sales. And while other brands are still figuring out how to blend social commerce with IRL experiences, Cider made it look effortless.

The Perfect Blend of Creativity, Culture, and Commerce

These six campaigns highlight the power of influencer marketing in the fashion industry—whether through quirky viral stunts, dance challenges, body diversity, or real-world experiences, brands are finding creative ways to connect with consumers. What unites them all is a deep understanding of their audience, a well-executed strategy, and an ability to make a lasting impact that goes beyond just selling products.

In a world where authenticity and relatability are currency, these brands prove that influencer marketing is no longer just an option—it’s a necessity. The future of fashion marketing is here, and it’s being shaped by the people who know how to move the conversation.

About the Author

Koba Molenaar

Writer

Koba Molenaar brings nearly a decade of rich experience in content writing, specializing in digital marketing, branding, SaaS, and eCommerce. Her passion for helping brands, from solopreneurs to established companies, connect with their audiences shines through her work. As a member of the Golden Key International Honor Society, Koba’s commitment to excellence is evident in her work, showcasing her as a relatable and knowledgeable voice in the industry.