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New generation changing shape of SA’s influencer space

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The world of influencers has often been marked by many positives and negatives – a disdain mixed with constant wonder. Climbing up the ranks and barely doing much about it, the models-cum-personalities have often been labelled as a scourge on society.

It’s a space that has birthed the likes of Sarah Langa, whose love for luxe brands resulted in a tone-deaf approach to the fight against femicide with her animated tears.

“Primarily, I never thought I’d get into fashion. I only did it because I thought there would be some financial gain,” said Jones, who was tasked with doing a campaign for Soviet. He has now become one of the leading influencers who create content around the biannual fashion event. While dominating new platforms like TikTok, Jones says internet fame from these spaces can be harrowing.

 

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