In recent years, the landscape of fashion YouTube has seen an undeniable shift in demographic and content. What used to be a digital treasure trove of shopping hauls, garment reviews and DIY tutorials have since seen a notable shift in demand, with majority of these previous creators migrating over to TikTok and Instagram . In its place is a new wave of passionate young creatives, each possessing a strong visual eye and critical point of view.
Documental in their approach, there is a certain level of nuance and flair that is backed by meticulous research and years of experience in the field. At the forefront is British YouTuber and fashion journalist Odunayo Ojo , better known by his online moniker Fashion Roadman on YouTube and Instagram. Featured back in 2022 by several publications including The Business of Fashion (BOF) and Vogue Business, the channel sees Ojo bring on experts—photographers, stylists, critics etc.
—to discuss some of the industry’s most impending topics. “When I first started, there was a lack of general understanding that you could do fashion journalism via a video platform. As such, most brands and clients didn’t take it seriously,” shares Ojo on how different the YouTube landscape was back then.
A post shared by Odunayo Ojo 🇳🇬🇬🇧 (@fashionroadman) Ojo notes that the rise in short-form content in this new digital media era has affected not just the way audiences consume media, but also how creators have tweaked their content to acc.
