This month, over a dozen creators graced the stage for an extraordinary fashion show. At this year’s VidSummit, a YouTube and video marketing conference held in Dallas, Texas, attendees looked forward to discussions on marketing, AI, and algorithms. Yet, they were also treated to a fashion exhibition featuring a runway, fingernail knives, and a four-legged Furby robot.
The second Creators in Fashion event took place on October 9, revolutionizing creator advertising experiences. Influencers such as the Try Guys, HopeScope, and Safiya Nygaard displayed their clothing lines while engaging in whimsical challenges.
Creators in Fashion was launched last year by Theorists, a collective of four YouTube channels delving into games, movies, food, and fashion, to enable influencers to showcase their identities and brands in a professional manner. Matthew Patrick, recognized as MatPat and a co-founder of Creators in Fashion, left the Theorist channel in 2024 to focus on larger projects, including this fashion event. “I’m noticing various pain points, issues, or special opportunities that others might overlook,” Patrick shared with Mashable. “Let me identify those solutions to assist those who come after me, or the wider industry as a whole.”
Creators are essential in today’s economy, leading to the emergence of the “creator economy.” Influencers are becoming recognizable figures, endorsing products like chocolate bars and energy drinks. The influencer marketing sector is predicted to reach $470 billion by 2027, as per a 2023 Goldman Sachs report.
Content creators, like small enterprises, require a consistent revenue stream. Patrick found that it is vital to diversify income sources. “You want to mix up your revenue streams, because ultimately, much of your business operates on someone else’s property,” Patrick stated.
In conjunction with raising awareness in Congress about the importance of influencers through the Congressional Creators Caucus, Patrick and his team developed fresh avenues to expand the creator economy. They initiated the first Creators in Fashion, a two-hour event featuring models and influencers strutting down the catwalk in diverse styles. “The goal of the show has always been to introduce individuals who might not consider style and fashion content relevant to them, easing their learning curve and making it more accessible to a broader audience,” Patrick expressed.
The inaugural year served as a “proof of concept,” according to Amy Roberts, host of Style Theory and Creators in Fashion. “We had numerous other ideas we wished to implement but couldn’t fully realize,” she told Mashable.
In 2025, the Theorists and their parent company Lunar X planned for a more expansive event, akin to a YouTube video. Segments highlighting creators’ talents included a makeup challenge and a cake decorating competition. Mary Allyson, a cake decorating YouTuber, lost her baking contest but was excited to join in. She intends to introduce merchandise next year.
For creators marketing clothing lines, Creators in Fashion collaborated with YouTube to facilitate fan purchases of showcased items. When a clothing line was featured, a link led viewers to its store. “YouTube Shopping wasn’t truly designed for that,” Roberts noted.
The show wrapped up with creators displaying their creativity. Evan and Katelyn presented a resin dress, Jessica Crafternoon amazed with hand-knitted dresses, and Estafannie surprised with a taser bracelet and knife nails. Estafannie, who has around 90,000 subscribers, received an invitation after meeting Amy Roberts at an event.
Patrick and the Theorists aimed to incorporate creators of all sizes, extending beyond the 50 largest creators. “I believe it’s essential to ensure a balance with emerging creators who are producing admirable work but may not necessarily have a massive platform or substantial megaphone to highlight their efforts,” Patrick stated.
Creators in Fashion is a passion project in a time when creators lead the economy yet lack adequate recognition. There are hopes for the event to continue next year.