In a world where social media often dictates the direction of the fashion industry, the once-sacred Instagram grid — filled with perfectly polished images and curated lifestyles — is no longer the gold standard. As fashion professionals increasingly turn to social platforms, they are redefining content creation by focusing on authenticity, storytelling, and the creative process. This shift is blurring the line between traditional fashion creatives and influencers, reshaping how we think about professional imagery and online engagement.
One such trailblazer is Jeanna Krichel, a stylist and creative director whose work has appeared in high-profile publications like Vogue and Harper’s Bazaar. Through her Instagram feed, Krichel has transformed the platform from a simple portfolio showcase into a dynamic space for creative expression, offering followers a peek behind the scenes at the intricate process that goes into making fashion magic.
In an exclusive interview with FashionUnited, Krichel delved into how her approach to content creation has evolved and what it means for the future of fashion professionals on social media. For Krichel, social media isn’t just a tool for promoting finished work; it’s a living canvas for expression, an extension of her creative journey. Here’s how fashion professionals like her are breaking away from the old norms of curated content and embracing a more genuine, process-driven approach to storytelling.
Intent vs. Influence: The Professional’s Approach
For Krichel, the fundamental difference between a fashion influencer and a professional is rooted in intent. Influencers often curate their content to align with brands and trends, adapting their personal image to fit a commercial mold. In contrast, Krichel insists that her content remains rooted in authenticity and personal vision.
“I only show, do, or say what feels right to me,” she explains, emphasizing the importance of staying true to one’s instincts. Unlike influencers who may be motivated by brand partnerships and collaborations, Krichel’s posts are less about selling products and more about sharing the creative process — from moodboards and casting choices to the visual language behind the scenes of a shoot. This shift in intent marks a significant departure from traditional influencer culture, where the emphasis has often been on outward appearance and commercial partnerships.
By focusing on the journey, Krichel elevates her content into something more meaningful than just a sales pitch. Her feed doesn’t just showcase the end result of a photoshoot but invites her followers into the behind-the-scenes world of fashion creation, where the magic is made long before the final image is published.
Beyond the Polished Edit: A Raw Look at the Process
When Krichel first joined Instagram, she used the platform primarily to showcase finished editorials, polished images from shoots, and the results of her high-fashion collaborations. However, as time went on, she noticed that her followers were just as interested — if not more — in the process that led to those glossy final images.
“The real pull was in the journey, not just the destination,” Krichel reflects. Over the years, her feed has evolved to include more candid moments: test shots, on-set images, even off-duty snapshots that reveal the human side of fashion creation. This shift in perspective offers her audience a fuller picture of the work that goes into a fashion shoot, far beyond the polished visuals that are typically seen in magazines or on brand websites.
Krichel’s Instagram feed is no longer just a portfolio; it’s an evolving story that reflects the process, struggles, and triumphs of working in the fashion industry. By showing both the polished and the imperfect, she invites her followers to engage with fashion on a deeper, more personal level.
Authenticity as Workflow: Navigating the Pressure of Social Media
While authenticity has become the new gold standard in content creation, Krichel acknowledges that staying true to oneself can be challenging, especially when working in an industry that moves at breakneck speed. Between her shoots in Paris, Berlin, and beyond, Krichel’s lifestyle is anything but predictable. As she travels constantly for work, balancing demanding schedules and high-stakes projects, she admits that the pressure to create content that aligns with her personal brand sometimes clashes with her natural workflow.
Yet, Krichel remains committed to maintaining her authenticity, even when the demands of social media and brand collaborations threaten to compromise it. Unlike influencers, who often plan their content around campaigns and promotional timelines, Krichel’s posts come to her more organically. Her content is directly tied to her work, reflecting the moments, the mood, and the energy of her creative process in real-time.
“I don’t plan my content around a calendar; it comes from my natural flow,” Krichel explains. This kind of spontaneity in content creation is a departure from the more strategic, algorithm-driven posting schedules many influencers follow. In Krichel’s case, her feed becomes an extension of her creative workflow, not a premeditated marketing tool.
Humanity Over Aesthetics: Why Authenticity Matters More Than Ever
In a digital age where AI-driven aesthetics and carefully crafted feeds dominate social media, Krichel believes that authenticity will only become more valuable. With so much emphasis on perfection and trend-chasing, she argues that there is a growing desire for content that feels genuine and human.
“Humanity, emotion, true stories, and genuine passion are what set professionals apart from trend-chasing content,” Krichel says. She sees authenticity as not just a marketing tactic, but as the core of meaningful storytelling. Fashion professionals, she believes, can differentiate themselves by offering real insights into their creative process, rather than simply chasing likes or viral moments.
For Krichel, the blurred line between influencer and professional is not a hindrance but rather an opportunity. It allows fashion creatives to use social media as a dual-purpose platform — both as a portfolio to showcase their work and as a playground for self-expression. By embracing the nuances of this evolving relationship with social media, fashion professionals can reshape content creation as more than just product promotion — they can make it an act of storytelling that connects on a deeper level with their audience.
Advice to Young Creatives: Trust Your Instincts
Krichel’s advice to aspiring fashion creatives is simple but powerful: “Stay curious, trust your instincts, and don’t chase short-term virality.” In an industry driven by trends and quick consumption, Krichel urges young creatives to focus on developing their unique voice, taking the time to build something meaningful that stands the test of time.
For those looking to establish themselves in the world of fashion content creation, Krichel emphasizes that authenticity will always be the most valuable asset. In a saturated digital landscape, it’s the personal touch, the vulnerability, and the humanity behind the images that will resonate most with audiences.
Conclusion: The Future of Fashion Content Creation
As the lines between influencer and professional continue to blur, fashion creatives like Jeanna Krichel are leading the way in reshaping how content is made and consumed. By embracing the authenticity of process-driven storytelling, they are showing the world that fashion isn’t just about polished images or selling products — it’s about the journey, the passion, and the stories that unfold behind the scenes.
In 2025 and beyond, social media will no longer just be a platform for marketing; it will be a space for genuine connection, creative expression, and a reflection of the evolving nature of the fashion industry.
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