How Black Women Influencers Dominated A $24B Market At Essence Fest

Essence Fest has continued to position itself as a forum for Black-owned brands to tap into their brand equity. This year, influencers understood that and monetized it. The festival's unofficial dress code leaned into three dominant themes: maximalism, nostalgic Black girl luxury and independent designers, and the looks ranged from butterfly-themed two-pieces, feathered tops and silk sets to braided buns with hair jewelry and statement sunglasses, all visually optimized for content. For Crystal Obasanya, a Dallas-based lifestyle influencer, the celebration was about honoring personal evolution and cultural heritage.

For Obasanya, fashion is also a portal for visual storytelling in a way that makes room for the right opportunities.

"Fashion plays a big role in my brand because it helps tell my story visually, both personally and professionally,⁘ she said. ⁘It also creates natural opportunities for partnerships with brands and designers who align with my approach to style, whether that's through celebrating culture, embracing bold fashion or offering comfort-forward pieces that still feel elevated."

That logic has driven a growing number of creators and stylists to treat Essence like Fashion Week. Some even arrive with their own photographers and glam squads. The result is a style economy that mirrors—and arguably rivals—the energy of Coachella or NYFW , but with a distinctly Black woman lens. This matters because, in an attention economy, aesthetics drive reach, and reach drives revenue.

TikTok trends and the fast-paced digital zeitgeist have made visibility a form of social currency, with fashion becoming a major part of that movement. Black women are among the savviest players in that space, actively wearing the trends, setting them and tagging brands for marketing leverage. The most effective partnerships in this equation are those that come from creators who attach brands to their narrative. A GRWM reel in a hotel room. A sponsored dinner look tagged in the French Quarter. A Day three recap showing outfit changes and sponsor placements. These touchpoints matter more than traditional ads.

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