Montblanc hosted an exclusive breakfast at Milan Fashion Week AW25, bringing together top influencers like Lucky Blue Smith and Henry Golding. The event celebrated "The Journey," highlighting creativity, craftsmanship, and the transformative power of self-expression.
Montblanc’s exclusive breakfast preview at Milan Fashion Week AW25 was more than just a glamorous event; it was a masterstroke in leveraging the reach and allure of today’s fashion influencers. Hosted at the elegant Salone dei Tessuti, this event brought together media, VIP guests, and influential names like Lucky Blue Smith, Alex Pettyfer, Henry Golding, Bianca Brandolini, and Alice Pagani. The theme, “The Journey,” celebrated creativity, self-expression, and the transformative power of writing—values synonymous with the iconic Montblanc brand. But what makes this influencer strategy so compelling? Let’s take a closer look at the evolution of menswear influencers and their pivotal role in shaping modern fashion.
The Rise of the Influencer Phenomenon
The term “influencer”, though widely popularized in the 2010s, finds its origins in the advertising and marketing industries. While the exact individual who coined the term remains debatable, the concept gained traction as social media platforms like Instagram and YouTube grew exponentially. By creating relatable, aspirational, and visually engaging content, early adopters turned personal style blogs and accounts into thriving businesses.
The American Menswear Stars
In the USA, menswear influencers have become fashion’s new power players, combining impeccable style with relatable personas. Here are the top 10 menswear influencers making waves today:
- Nick Wooster – The “Godfather” of menswear with over 1M followers, known for his tailored streetwear aesthetic.
- Blake Scott – A lifestyle and fashion influencer with sharp suiting and casual essentials, boasting 700K followers.
- Adam Gallagher (@iamgalla) – Known for his polished global traveler look, Adam’s audience exceeds 2M.
- Mariano Di Vaio – An Italian-born influencer who captivates the American audience with his European-inspired fashion and 6M+ following.
- Sergio Ines (@whatmyboyfriendwore) – Offers stylish looks and outfit inspirations with an engaged audience of 500K.
- Johannes Huebl – A classic style icon with a polished, timeless wardrobe and 1M+ followers.
- Denny Balmaceda – Known for vintage-inspired looks, he appeals to niche menswear enthusiasts with 300K followers.
- Chris John Millington (@chrisjohnmillington) – Rugged and refined, Chris is a favorite for modern menswear.
- Brian Sacawa (@hespokestyle) – A menswear blogger turned influencer with classic suiting and how-to guides.
- Sabir Peele (@mensstylepro) – Focusing on accessible, practical style, Sabir has built a loyal following.
Why Are They Popular?
These influencers resonate because of their authenticity and ability to showcase menswear in everyday contexts. Their reach is staggering, with individual followers ranging from 300K to over 6M. Collectively, they offer a direct line to millions of consumers, making them invaluable to brands looking to target niche markets.
The Evolution of Menswear Through Influencers: A Critical Perspective
The menswear industry has undergone a remarkable transformation over the past decade, driven in large part by the rise of social media influencers. These digital tastemakers have become pivotal in shaping trends, democratizing style, and amplifying niche brands to global prominence. Influencers bridge the gap between high fashion and everyday wear, offering relatable and aspirational content to millions of followers. From bold tailoring to streetwear’s cultural dominance, influencers have played a critical role in making menswear more accessible and inclusive. They’ve also elevated conversations around sustainability, craftsmanship, and individuality—qualities that define modern menswear.
However, the rise of influencers hasn’t been without its challenges. While their ability to connect directly with consumers is invaluable, the rapid turnover of trends fueled by influencer marketing often contradicts the principles of timeless menswear design. This “fast fashion” mentality can overshadow the importance of craftsmanship, durability, and ethical production—hallmarks of quality menswear. Additionally, authenticity is a growing concern. Audiences are increasingly discerning, and overtly commercial posts risk eroding trust, particularly when influencers align with brands that don’t reflect their personal style or values.
On the positive side, influencers have made menswear a more interactive and engaging field. Brands now collaborate with influencers to craft campaigns that feel authentic and immersive, leveraging real-world storytelling rather than static advertisements. These partnerships often highlight the versatility of menswear, showcasing how pieces transition seamlessly between casual and formal settings. This dynamic has also allowed lesser-known artisans and emerging brands to gain recognition, creating a more diverse fashion landscape.
Nevertheless, it’s crucial for influencers to navigate their platforms responsibly. Transparency, consistency, and genuine enthusiasm for the brands they endorse are paramount to maintaining credibility. The menswear industry thrives on a delicate balance between innovation and tradition. By fostering deeper connections with their audiences and championing the values of quality and individuality, influencers have the power to shape a menswear future that is both stylish and sustainable.
The Business of Influence
The financial rewards for influencers are immense. Depending on their follower count and engagement rate, top menswear influencers can earn $5,000 to $50,000 per sponsored post. Beyond social media, many launch collaborations, create capsule collections, or even establish their own brands, diversifying their revenue streams.
Montblanc’s Influencer Breakfast: A Strategic Masterpiece
Montblanc’s breakfast was not just about showcasing their latest collections; it was about cultivating a narrative. By inviting influential voices, Montblanc amplified their message—celebrating creativity, craftsmanship, and the journey of self-expression. The event’s curated guest list ensured the Maison’s products were presented to audiences with genuine appreciation for style and innovation.
Lucky Blue Smith and Henry Golding epitomized Montblanc’s values with their global appeal and sophisticated personas, while Bianca Brandolini and Alice Pagani brought a touch of modern elegance. Each attendee’s social media posts extended the event’s reach far beyond the room, introducing Montblanc’s craftsmanship to millions of followers worldwide.
Why Breakfast?
The morning setting allowed for intimate conversations and authentic storytelling, aligning perfectly with Montblanc’s ethos of slowing down to appreciate life’s finer details. The event wasn’t just a product showcase; it was a platform for collaboration and mutual inspiration.
A Journey Worth Taking
Montblanc’s influencer breakfast at Milan Fashion Week highlighted the Maison’s ability to blend tradition with modernity, reinforcing their status as a leader in luxury lifestyle. As influencers continue to redefine the boundaries of menswear, events like these underscore their importance in crafting narratives that resonate globally. For Montblanc, the journey is as important as the destination, and with the help of today’s top voices, it’s a journey worth celebrating.
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