Los Angeles - As digital media continues to influence and expand the fashion industry, retailers are definitely starting to capitalize on social media’s power. Boohoo.com is proof of this as the trendy retailer has tapped Amanda Steele, digital influencer from Youtube, for their spring collection and upcoming pop-up.

The announcement was made via the influencer’s Instagram, where Steele shared a photo and captioned the post “on set today with @boohoousa.” Steele’s influencer status in the industry comes from her massive following through social media. On Instagram, she has approximately 2.6 million followers. On Youtube, which is where Steele’s career started as user MakeupbyMandy24, she has over 3.4 million subscribers. As it’s been a recent continuing trend to partner with social media influences, Boohoo.com has followed suit by partnering with Steele for their spring campaign.

on set today with @boohoousa

A photo posted by Amanda Steele (@amandasteele) on

The campaign is timed strategically, as the British fast-fashion retailer is opening a pop-up in Los Angeles this upcoming April. The pop-up will be on Abbot Kinney Boulevard, a popular retail spot for Venice locals. Boohoo.com, mostly frequented through their e-commerce site, offers various womenswear and menswear following a youthful, lax aesthetic. Their clothing includes apparel, shoes, and accessories with most clothing averaging in price from the 20-50 dollar range. The temporary space will open officially April 1.





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