The Evolution of Fashion Influencers: From Royal Muses to Contemporary Digital Influencers
Style influence did not begin with Instagram. Long before algorithms dictated our taste, we all had icons we quietly observed, emulated, and adored. For some, they were actresses or supermodels; for others, they were the elegant women in our own families or the stylish friend who always seemed to know what to wear. Style influence has always existed it simply lived in magazines, cinema, and real life rather than on screens.
Princess Caroline of Hanover
For me, it began with Princess Caroline of Hanover, the Monegasque royal whose elegance defined an era. As a teenager, I would buy Novella 2000 and hide it inside a newspaper, pretending to read the headlines while secretly scanning every page for Caroline’s latest outfit. If she wasn’t featured that week, I felt genuinely disappointed. Her style rooted in Chanel, velvet blazers, pearls, and a mastery of feminine–boyish balance was a lesson in timelessness. Caroline’s fashion rules, from her “more is more” approach to layered necklaces to her ability to elevate classic tailoring with unexpected accessories, have been widely documented and celebrated.
Caroline’s influence extended far beyond clothing. Her cultural leadership in Monaco from chairing the Fondation Prince Pierre to supporting the Ballets de Monte‑Carlo cemented her as a symbol of refined European sophistication.
But style influence also came from the people around us. During a trip to Mauritius, I met Anna Gloria, a girl whose meticulous approach to dressing left a lasting impression. She planned every outfit days in advance, coordinating accessories, colours, and textures with a precision that felt almost ceremonial. She taught me that style is not only about instinct it is also about intention.
Sarah Jessica Parker as Carrie Bradshow shoes shopping
Then came the era that shaped an entire generation: Sex and the City. Carrie Bradshaw, brought to life through Patricia Field’s visionary styling, revolutionised the way women dressed, mixed high and low, and expressed themselves. The fashion was as integral to the storyline as the friendships and romances. When And Just Like That returned without Field’s creative direction, the absence was palpable—the magic wasn’t the same. Patricia Field didn’t just style a character; she created a cultural phenomenon.
When I entered the fashion world, I didn’t begin as a journalist. I was a stylist and art director roles that remain at the core of my identity. It was my former editor, Mai, who encouraged me to write. She said that whenever I spoke about fashion, I had so much to say that it deserved to be published. She was right. Fashion is not just clothing; it is memory, emotion, culture, and storytelling.
Sarah Jessica Parker and Patricia Field
Today, social media has amplified style influence into a global phenomenon. The “It List” changes constantly, and trends move at lightning speed. Yet at Luxury Endless, we look beyond virality. We seek personalities with depth, originality, and a point of view. Here are the fashion voices inspiring us now women whose style is not just content, but craft.
Vicky Montanari (@vicmontanari)
Vicky Montanari embodies an eclectic, colourful, humorous approach to fashion. Born in Lisbon in 1996, she has been featured by Cosmopolitan, Elle, Harper’s Bazaar, Vogue, L’Officiel, and Marie Claire for her “Portuguese Girl Aesthetic.” Her Instagram audience exceeds 1.3 million, and her TikTok presence adds another layer of playful, expressive styling. Her background in international relations and law, followed by a career in social media management, gives her a uniquely intellectual yet spontaneous approach to fashion.
Malu Borges (@maluborgesm)
Brazilian creator Malu Borges is known for her over‑the‑top designer styling and joyful, expressive videos. With more than 6 million TikTok followers, she has become a global reference for “Get Ready With Me” content. She has collaborated with Prada, Gucci, Dior, and Loewe, and even launched her own wellness brand. Her exuberant exclamations and Carnaval‑inspired looks make her one of the most entertaining fashion personalities to watch.
Annette Weber (@nettiweber)
A German fashion authority, Annette Weber is the former Editor‑in‑Chief of InStyle Germany and a long‑time contributor to ELLE, BUNTE, and Bild. Her style elegant, modern, and impeccably structured has made her a reference for women in their 50s and 60s who embrace fashion with confidence. She is also the founder of Glam‑o‑Meter, a platform dedicated to accessible luxury and contemporary styling.
Dana Al Khalifa (@TheOverdressed)
Sheikha Dana Al Khalifa of Bahrain is a lawyer, fashion blogger, and jewellery connoisseur. She founded The Overdressed in 2009, becoming one of the first Arab fashion bloggers to gain international recognition. She has collaborated with Louis Vuitton, walked for Dolce & Gabbana, and curated jewellery pavilions featuring global designers. Her style blends modesty, classic silhouettes, and refined luxury always with impeccable taste.
Hailey Rhode Bieber (@haileybieber)
Hailey Bieber has transcended the “Hollywood kid” stereotype to become a global fashion and beauty force. A model since age 15, she has walked for Ralph Lauren, Moschino, Tommy Hilfiger, and Dolce & Gabbana. Her skincare brand, Rhode, achieved viral success and was acquired for $1 billion, solidifying her status as a modern beauty mogul. Her minimalist Los Angeles aesthetic—clean lines, neutral palettes, effortless glamour has become the blueprint for Gen‑Z’s “quiet luxury.”
Géraldine Guyot‑Arnault (@gguyot)
Founder of the French brand Destree, Géraldine Guyot‑Arnault represents the pinnacle of Parisian aristocratic chic. A Central Saint Martins alumna, she launched Destree in 2016, creating sculptural accessories and ready‑to‑wear inspired by contemporary art. The brand is backed by investors like Beyoncé, Rihanna, and Reese Witherspoon, and is known for its geometric silhouettes and artistic references.
Aureta (@aureta)
Aureta is a maximalist icon whose style borders on performance art. With a strong presence on TikTok and Instagram, she is known for bold colours, extravagant textures, and avant‑garde silhouettes. Her recent collaboration with Colombian jewellery designer Mercedes Salazar showcases her ability to merge fashion with artistic fantasy.
Bei Na Wei (@bei.bei.wei)
Creative director Bei Na Wei is the queen of pink aesthetics. Her world soft, pastel, dreamlike is crafted through photography, videography, and luxury branding. She is the founder of Bei Bei Creative, a boutique agency working with top hospitality and lifestyle brands. Her candy‑pink Nissan Figaro, Lola, has become an Instagram sensation in its own right.
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Vita Sidorkina‑Morabito (@vitasidorkina)
Vita Sidorkina‑Morabito brings a refreshing duality to the world of digital style the polish of a former top model paired with the ease and relatability of a woman who genuinely enjoys fashion. Now based in Miami and married to Italian property developer Valerio Morabito, Vita has mastered the art of mixing: designer pieces with high‑street finds, polished silhouettes with effortless off‑duty staples. The result is a look that always feels interesting, modern, and real.
What makes her especially compelling is her personality. In her videos, she talks a lot and with humour, honesty, and a touch of self‑deprecation that makes a truly stunning woman feel approachable. She laughs at herself, shares her routines, and lets her audience in, creating a sense of intimacy that many influencers try to manufacture but few achieve naturally.
Recently, she launched her own fitness programme, a project rooted in transparency rather than perfection. Vita is the first to remind her followers that staying fit isn’t magic it’s work. And that authenticity, paired with her impeccable style, is exactly why she stands out in a crowded digital landscape
Lola (@lolathemalshi)
And finally last but never least our very own in‑house in‑fur‑encer, Lola. A true fashion girl at heart, she prefers a shopping spree to a walk in the park any day of the week. During Paris Fashion Week, she somehow manages to secure a table at L’Avenue faster than most celebrities, gliding in with the confidence of someone who knows she belongs there. She enters and exits the Ritz on Place Vendôme with unmistakable authority, often locking eyes with Anna Wintour herself who may be “The Devil Wears Prada,” but is also, thankfully, an animal lover.
Lola has been attending Fashion Week since she was a puppy, taking in the shows from the front row with the composure of a seasoned editor. She observes, she analyses, she judges all with the calm poise of a creature who understands that style is a state of mind. In a world of influencers, Lola remains delightfully singular: a tiny muse with a big personality, and the only one on this list who can pull focus simply by wagging her tail.
The Evolution Continue
Style influence is not new it has simply evolved. From royals in glossy magazines to friends who inspired us on holiday, from fictional characters to today’s digital tastemakers, the thread remains the same: we look to others to express ourselves more fully. At Luxury Endless, we honour this lineage by celebrating women who bring originality, artistry, and emotion to the world of fashion.