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Influencer Marketing

Podcast: GREENSTYLE panel @ NEONYT

The fact that NEONYT, the world's leading trade fair for sustainable fashion (and the only winner of Berlin Fashion Week) is our partner at GREENSTYLE fills us with enormous pride. The fact that we were able to host the second panel at NEONYT – this time in the new location in Hangar 4 in Tempelhof – is absolutely terrific. Our topic? Influencer marketing.

Influencer marketing: Perfect match or just a bubble?

Instagram is THE platform for #zeitgeist marketing. Companies invest large sums of money so that influencer underwear, creams, tofu burgers & co. are elaborately staged. But are influencers serious idols or has the Insta hype led to an overdose of content-free feeds? Mirjam Smend (GREENSTYLE munich) talks to blogger, coach and sustainable enthusiast, Kim Gerlach (sun&rise); Alex Zykunov, editorial director Brigitte be green; and Dirk Meycke, art director of PHYNE, about the meaning, the development and the sense of influencer marketing and asks the question: what role purpose & greenfluencers (can) play here.

Did you miss it? You can find the corresponding podcast here  and the quotes of the participants below.


Kim Gerlach | sun & rise

Kim Gerlach wants to make sustainability aesthetically sophisticated and easier to understand. To this end, she launched her blog Kim goes eco in 2015. Kim now lives in Sweden, has renamed her site “sun&rise” and has her fingers in every pie: as a start-up coach for social innovation and sustainability, as a moderator, as a co-founder of VinoKilo, as a supporter/consultant of Helsinki Fashion Week.

Kim Gerlach

“The trend is moving away from the product-driven influencer to the cooperation partner, with whom one looks behind the scenes and develops content together. That’s why many now speak of the content creator.”

“Instagram was an advertising platform for me. Today, it’s a creative field where I express myself. I’m no longer fighting the algorithm, which is constantly changing anyway.”

“On my channel, I share what’s really important to me. It has a lot to do with my personality too.”

Alex Zykunov | BRIGITTE be green

Berliner Zeitung, Financial Times Deutschland, Welt am Sonntag, Nido, Brigitte, UniSPIEGEL, Maxi,, WDR, ZDF New York – the list of newspapers and magazines where Alex Zykunov left his editorial footprint goes on. Today, the graduate psychologist, publicist and political scientist works as an editorial manager for BRIGITTE be green, Gruner + Jahr’s new sustainability magazine.

Alex Zykunov

“The model on the cover as a placeholder for a beautiful smile catches nobody today.”

“INFLUENCER vs. GREENFLUENCER: It makes a big difference what you give yourself and your ego brand for.”

Dirk Meycke | PHYNE

As art director, Dirk Meycke, has been responsible for various high fashion shootings of well-known brands. As co-founder and creative director, he now brings this expertise to the eco brand, PHYNE, equipping it with a wealth of emotional style. It goes without saying that the campaign was shot by Joachim Baldauf. A capsule collection with style icon Veronika Heilbrunner was created. Because yes: German street couture à la vetements is also sustainable.

Dirk Meycke

“We want to give our product emotion. These are basics with a statement. That’s why the perfect fit is much more important to us than the number of followers.”

“Influencers are cooperation partners with whom we develop something together. This is much more than just holding a product into the camera.”

“As a brand, the art is to probe the field and find out where the message is more likely to fizzle out.”

“The moment you jumped at the new marketing tool is over. Now they make sure you’re on the same page.”

Mirjam Smend | GREENSTYLE munich

Mirjam Smend worked for high fashion magazines for 16 years. Today, the fair fashion enthusiast writes about sustainable fashion on her blogzine and for magazines such as etc., is committed as a fashion revolution ambassador and has founded GREENSTYLE munich fair and conference, which will take place for the fourth time from 13 to 15 March 2020. Her vision: “Let’s make eco the new normal”.

© Son de Flor

Influencer-Marketing: Perfect match or just a bubble?

@NEONYT, Hangar 4, Tempelhof (PrePeek Area)
Wednesday, 15.1.2020, 13.30 to 14.30 hours
Admission only for trade visitors, exhibitors and press/bloggers with accreditation