Influencer-Led Apparel Brands Seemed Like the Future, but Execution Is Proving Complicated

The closure of Julia Berolzheimer's Gal Meets Glam Collection raises questions about the model

apparel influencers mashup
Influencer-fronted apparel brands have become a major force, but the trend doesn't tell the whole story. Photo Illustration: Trent Joaquin; Sources: galmeetsglam, rachparcell, somethingnavy, emilyijackson

Julia Berolzheimer, arguably one of the world’s most successful influencers with 1.2 million Instagram followers, started her brand, Gal Meets Glam, as a personal style blog while she was still in college. Within a few years, it transitioned to a full-blown content business. And in early 2018, it expanded with the launch of Gal Meets Glam Collection, a clothing line initially focused on dresses.

@dianapearl_ Diana is the brand marketing editor at Adweek and managing editor of Brandweek.