The Rise of Regional Influence

As an agency who has one foot in London, and the other firmly rooted in Manchester's fashion scene, we have witnessed first-hand the fashion PR industry's evolution. What was once dominated by 'London-centric' publishing houses, print media and traditional press showrooms transformed into a far more democratic landscape. Much of the shift has been driven by the rise of regional creators and the increasing flexibility of freelance and hybrid working models for editors, stylists and journalists — and even PRs.

The influence of regional creators is undeniable. They often command highly engaged audiences and foster stronger loyalty among their followers. The British Fashion Council has recognised this shift, and through its Fashion Britain initiative this September, is taking its programme beyond the confines of the M25. Cities such as Bristol, Dundee, Edinburgh, Liverpool, Manchester and Newcastle will host BFC events for creatives and businesses, reflecting a wider commitment to decentralising British fashion and celebrating talent across the UK.

Regional audiences deserve the same investment and attention as those in London. In fact there is a strong argument that campaigns can have greater cut-through outside the capital. When something noteworthy happens in Manchester, Liverpool or Newcastle, people remember it. With less saturation and fewer competing cultural moments, campaigns often enjoy a longer lifespan in consumers' memories than they do in London, where attention is often fragmented and tends to move at a relentless pace.

The growth of regional influencers has been accelerated by TikTok's hyper-local and interest-led algorithm, which has fundamentally democratised virality. Rather than prioritising traditional gatekeepers or established media hubs, the platform suggests content based on user behaviour, interest and geographic relevance. This creates fertile ground for regional creators to build highly engaged communities and achieve significant influence without ever relocating to London.

The result is a fashion and media landscape that is increasingly shaped by cultural relevance rather than postcode. For brands looking to connect with consumers authentically, regional influence is no longer an emerging trend. It is a strategic opportunity.