Meet the Yogi Bloggers Turned Brand Ambassadors
It started with the fashion bloggers; an envy inducing Instagram feed of designer wardrobes, holidays and handbags, fuelled by designer collaborations.
by LUCY EDGE
@chiaraferragni, 8.2M followers
@manrepeller, 1.7M followers
@lydiaemillen, 483K followers
And now the yogi bloggers have followed suit. But they’re not sitting FROW, they’re on their mat, or on the beach, rocking this season AloYoga, Onzie and Flexilexi.
@bananablondie108, 154K followers
@carolineanne92, 75.8K followers
@gingerharris, 17.4K followers
The clothing connection isn’t always strictly yoga – fitness clothing brands and even high street clothing brands are waking up to the power of the yoga blogger.
Under Armour x Liz Arch F/W ’16
Erica Tenggara, Adidas Ambassador
H&M x Amanda Bisk, SS16
Clothing brand collaborations are a natural fit, as are the hotel brands. The bigger yogi bloggers are being flown all over the world – to lap the infinity pool at the latest five star resort, or contemplate a bowl of tropical fruit on a dazzling white terrace. We’re also seeing collaborations with organic beauty brands, wellness brands and even healthy pet food.
@gypsetgoddess is promoting the Royal Suites collection for the Spanish Palladium Hotel Group
@beachyogagirl collaborated with Barefoot Wine to spread the words about nonprofit Surf Rider’s beach-cleaning cause.
@riva_g has collaborated with the organic Babo Botanicals, and with Purina – obviously guided by her wise pooch.
Authenticity is everything
It certainly doesn’t hurt that working with these brands can mean enviable wardrobes and free holidays, nor that the bigger brands provide amazing exposure for bloggers – AloYoga just celebrated their millionth follower – but it’s not just about the numbers. It’s also about heart. Ask any yoga teacher turned blogger and they’ll tell you that they’re a teacher first, which means authenticity is everything. They need to love the brand to create the connection.
And as long as that’s central to the relationship, in my view, it’s all good. Yoga gets exposure, the teacher gets to inspire students, and health and fitness brands with a sense of purpose, and/or values aligned with yoga, get to spread the word to the like-minded.