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Calamities such as Fyre Festival have tarnished the booming business of YouTube and Instagram stars. Now the industry’s top tastemakers have a new plan: keeping it real. By Sophie Elmhirst

In a central London hair salon last December, the fashion influencer Victoria Magrath (@inthefrow) mingled among a few of her 849,000 Instagram followers. Magrath – tall, with signature silver hair – was celebrating the launch of her book, The New Fashion Rules, at an event organised by her talent agency, Gleam Futures. She chatted easily, her high, delighted voice ringing out over the roar of the hairdryers and her manner so convincingly intimate that it was possible to think she knew her followers as well as they knew her. In a group discussion, a fan asked how her wedding plans were going, another if it was too late to start being a blogger. Magrath was encouraging: “Anyone can do it if they’ve got the right formula.”

After nearly seven years in the game, Magrath is now part of the digital establishment – the Waitrose of influencers, high-end and dependable. Her content, spread across Instagram, YouTube, Twitter and her blog, is an old-school, manicured mix of fashion hauls, luxurious travel and commercial partnerships with brands from Armani to Reiss. Last year, she went on 36 trips, often gifted by PRs, on which her photographer boyfriend Alex (@harrison) took pictures of her in Venetian gondolas and St Lucian waterfalls. “It’s nice to keep the content flowing, that’s the main reason we do it,” she told her followers in the salon. “I love London, but there’s only so many times I can keep taking pictures in Notting Hill.”

Related: Fake it till you make it: meet the wolves of Instagram

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