‘It’s genuine, you know?’: why the online influencer industry is going ‘authentic’

Calamities such as Fyre Festival have tarnished the booming business of YouTube and Instagram stars. Now the industry’s top tastemakers have a new plan: keeping it real. By Sophie ElmhirstIn a central London hair salon last December, the fashion influencer Victoria Magrath (@inthefrow) mingled among a few of her 849,000 Instagram followers. Magrath – tall, with signature silver hair – was celebrating the launch of her book, The New Fashion Rules, at an event organised by her ta