How to find fashion influencers on Instagram

Fashion followers ask one question of every outfit: would this work on me? So on Instagram, fashion splits by body, budget and values before it splits by style.

Outfits and try-ons

Daily outfits, hauls and try-ons, often with height and size in the caption. Fits most clothing brands, if the creator wears sizes you make.

Petite, tall and mid-size

How lengths and proportions work on one kind of frame. Fits brands with specific fit ranges.

Plus-size

Fit, fabric and where a garment pulls on a bigger body. Fits brands whose range really extends that far, with stock in every size followers will ask about.

Modest fashion

Coverage, layering and hijab styling. Fits longer lengths, opaque fabrics and looser cuts; don't brief a look the creator wouldn't wear.

Sustainable and second-hand

Capsule wardrobes, rewearing, mending, vintage and resale. Fits resale, rental, repairs and durable basics, for followers who read green claims closely.

Accessories

Jewellery, handbags, shoes and eyewear in close-up Reels and flat lays. Detail shots matter more than whole outfits.

Workwear and occasions

Office outfits, party season and wedding guest looks, which overlap with wedding creators.

Search for fit problems and occasions. Fit-led phrases return creators wearing the garment; category words return shops.

• petite work trousers
• outfit ideas size 16
• midsize summer outfits
• modest summer dresses
• how to style wide leg jeans
• capsule wardrobe autumn
• wedding guest outfit
• plus size try on
• jeans for tall women
• vintage haul
• everyday jewellery stack
• rewearing the same dress

By hand, hashtags such as #modestfashion or #midsizestyle gather creators who use them about themselves. Note the size and height each creator gives, and use your customers' words: "trousers" and UK sizes for a UK shop, "pants" and US sizes for an American one.

• Try-on Reel. The garment on a moving body, with the size worn on screen. The nearest thing to a fitting room.
• Outfit carousel. One piece styled three or four ways, a slide each. Suits basics, where the point is how often you'd wear it.
• Stories with a link. A link sticker goes straight to the product, and a poll ("black or camel?") shows what followers prefer (Instagram's stickers help). Stories vanish after 24 hours unless saved to a Highlight.
• Collab post. One post on your profile and the creator's, shown to both sets of followers (Instagram's Collabs help). It doesn't mark the post as an ad by itself.
• Shopping tags. If your shop is set up on Instagram, you can let approved branded content partners tag your products in posts, Reels and Stories (About shopping tags). Shopping isn't available in every country, so check what applies where you sell.

A creator who tags you in the paid partnership label gives you that post's insights (Instagram's help). To run their try-on as your ad, see Spark Ads and partnership ads.

• Your sizes on their body. Compare the size a creator wears with your size chart, and send the right one. Nobody can show the fit of a size you don't make.
• Honest fit notes. Look for posts that say a piece runs small or a fabric is see-through: that creator's "true to size" means something. Ask that fit isn't altered with clips or editing, because a try-on is evidence of fit.
• Green claims. "Sustainable" in a paid caption is your advertising. The UK advertising code says absolute environmental claims need a high level of substantiation and should consider the full life cycle (CAP Code section 11); the CMA's Green Claims Code says the same. Give creators claims you can back up.
• Gifted, loaned and affiliate pieces. Meta's examples say a post of the creator wearing a free or lent product needs the paid partnership label, as does a post with an affiliate link (what counts as branded content). The CMA lists "#gifted" and "PR haul" among labels to avoid (guidance for creators). Use "Ad"; see the disclosure rules.
• Haul or rewear. In a grid of weekly hauls your piece is one of dozens; a creator who restyles the same pieces shows yours for longer.

Start with engagement per follower, (likes + comments) ÷ followers, as a median of recent posts. Three habits move it:

• Comment-for-link posts. When a caption asks followers to comment a word to be sent the link, comments jump, many one word long. Read them as intent to buy, and compare those posts with each other, not with ordinary ones.
• Giveaways. "Tag a friend" posts collect comments, and can add followers who came for the prize. Leave them out of the median.
• Hidden counts. Creators can hide like and view counts (Instagram's help). Then use comments, Reels views or insights.

The comments that matter ask about size, length and stock. For reach, divide median Reels views by followers. The Instagram engagement rate calculator does both sums, and how much to pay creators turns views into a fee.

Nakodo reads your website and writes a brief you can edit: what you sell, your markets, the kind of creator, a follower range and 3 to 6 groups of search keywords. A plus-size workwear brand gets searches about fit and office outfits, not "fashion". On Instagram it finds accounts through web searches limited to instagram.com, then reads public professional accounts through Meta's Business Discovery API, including the latest 12 posts. Personal accounts are never read.

Relevance comes from the first line of captions and from hashtags. Accounts outside half the bottom to twice the top of your follower range, with nothing posted in 180 days, or where most recent captions match your off-topic words are set aside: a jewellery brand might add "skincare" and "makeup". Instagram doesn't share country or language, so those count as neutral. Nakodo emails the best fits with a published email, or only the ones you pick, and never DMs. See how Nakodo works.