by Emily Hall
Scrolling through TikTok or Instagram, it is almost impossible to avoid fashion hauls. Influencers show off new clothes, style different outfits, and share discount codes with their followers. These videos can be entertaining and helpful when looking for outfit inspiration, but they also raise an important question: How can audiences tell when a creator genuinely likes a product versus when they are promoting it for a brand?
I think authenticity is one of the most important parts of influencer marketing, especially in fashion. A creator can have millions of followers, but that does not automatically mean their recommendations will feel trustworthy. When every other video features a new brand or sponsored haul, audiences may start to question whether the creator actually likes what they are promoting.
A real example of this issue is Lord & Taylor’s 2015 Design Lab campaign. The fashion retailer paid 50 influencers to post Instagram photos wearing the same paisley dress. Although the campaign generated significant attention and the dress sold out, the posts initially did not disclose that the influencers had been paid. According to the Federal Trade Commission (FTC), the campaign was misleading because the posts appeared to reflect independent opinions rather than paid advertising.
Although this campaign happened years ago, the issue is still relevant to today’s sponsored fashion hauls. When a creator presents a product as a personal favorite without being transparent about a brand partnership, followers may not realize they are watching an advertisement. This can affect the trust that makes influencer marketing effective in the first place.
Fashion haul videos show how influencers can provide outfit inspiration and product information while also influencing what their audiences choose to buy.
Research also suggests that fashion hauls can be valuable beyond simply encouraging people to buy more clothes. A 2026 study on sponsored fashion hauls found that outfit inspiration and useful product information can influence viewers’ purchase intentions. This suggests that creators can provide real value when they show how to style pieces, explain fit and quality, or help viewers decide whether an item suits their needs.
So, what should brands do differently? Instead of choosing influencers based only on follower count, brands should look for creators whose personal style and audience naturally fit their products. They should also allow creators to communicate in their own voice rather than making every post sound like a scripted advertisement. Finally, paid partnerships should be clearly disclosed, as explained in the FTC’s social media influencer disclosure guidelines.
Ultimately, fashion influencer marketing works best when audiences have a reason to trust the person behind the post. A sponsored haul does not have to feel fake, but honesty and a genuine connection to the product matter. In a feed full of advertisements, authenticity can be what makes a creator stand out.
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