Blurring the lines: how fashion professionals are redefining content creation

In 2025, the perfectly curated Instagram grid is no longer the gold standard. Today, fashion professionals are turning their feeds into spaces for process, storytelling and self-expression.

That shift blurs the line between influencer and creative, but it’s also changing what content creation looks like. For stylist and creative director Jeanna Krichel — whose work has appeared in Vogue and Harper’s Bazaar — social media is “a living canvas for expression.”

Speaking to FashionUnited, she explained how her feed has become an extension of her portfolio, one that blends her professional vision with personal storytelling.

Intent vs. influence

For Krichel, the difference between an influencer and a professional is intent. Influencers adapt their persona to brands, while she prefers to stay true to her instincts.

“I only show, do or say what feels right to me,” she said. Noting that her content is less about products and more about process — moodboards, casting choices and the visual language behind a shoot.

Beyond the polished edit

At first, Krichel used Instagram as a showcase for finished editorials. Over time, she realised people were just as interested in what went on behind the scenes. “The real pull was in the journey, not just the destination,” she explained. Now her feed mixes glossy images with candid moments — test shots, set life and even off-duty snapshots — turning her portfolio into an evolving story.

Authenticity as workflow

That openness can be challenging. Krichel admitted she feels pressure when a project’s timing or format clashes with her natural flow. But her fast-paced lifestyle — moving between Paris and Berlin, juggling shoots and travel — means content comes to her naturally. Unlike influencers who plan calendars around campaigns, her posts emerge directly from her work.

Humanity over aesthetics

As AI-driven aesthetics dominate feeds, Krichel believes authenticity will only become more valuable.

She feels “humanity, emotion, true stories and genuine passion” are what set professionals apart from trend-chasing content.

For Krichel, the blurred line between influencer and professional isn’t a drawback but an opportunity. By using social media as both portfolio and playground, she shows how fashion professionals can redefine content creation: not as sales, but as storytelling.