Photography by Tegan Smith for Topshop South Africa
I’ll never forget the day I was scrolling through my Instagram feed, casually minding my own business, liking posts as I went by, looking for inspiration, and suddenly my entire feed was bombarded with pictures of Edgars denim, and a variety of influencers telling me about the new range and a competition – all at the exact same time (which reminds me, Instagram please #BringBackChronologicalOrder). That moment was, albeit, a few years ago, but it stuck with me because I realised that particularly in South Africa, something about the way we do influencer marketing just… wasn’t right.
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