Social media has become an indispensable element of our lives with the development of technology and the increasing usage of smartphones. Individuals’ instant access to any information they want has removed all the limits to accessing information. All sectors are affected by this technological development positively or negatively, and companies have to use social media tools not only to sell products to customers who use products but also to watch, listen, reach, communicate, get to know and evaluate them. Therefore, these channels have created some new concepts thanks to their users and as a result, some new job descriptions have emerged. One of these is social media influencers. It is seen that these influencers inform their followers about the textile products they use, direct them, and sometimes even block them, causing sales to decrease. This development, which companies cannot remain indifferent to, causes some brands in the sector to make agreements with these influencers. Within the scope of this study, the positive and negative effects of social media influencers on the fashion industry will be examined, and the attitudes of companies in social media and the power of influencers in the industry will be discussed. The data regarding the phenomena mentioned in the study are limited to the phenomena in Türkiye.