Who really decides what we wear, what we want and what we believe is desirable? Influence has always been central to luxury. But the people shaping our choices — and the money, platforms and algorithms operating behind them — have fundamentally changed. In this panel discussion from The Luxury Conversation 2026, communications strategist Julian Vogel is joined by fashion designer Patrick McDowell, luxury communications specialist Jaye Thompson and journalist Jessica Burrell to explore how influence really works across fashion and luxury today. The panel took place at Ravensbourne University London as part of the first day of The Luxury Conversation 2026.

From celebrity dressing and paid product placement to affiliate links, print journalism, influencers and the growing power of celebrity stylists, the conversation exposes an increasingly complex ecosystem in which the line between authentic recommendation and commercial influence is becoming harder to see. Jaye draws on his experience leading PR and influence strategy for major luxury jewellery houses, while Patrick offers the perspective of an independent designer whose clothes have been worn by figures including Zendaya and the Princess of Wales. Jessica examines the changing relationship between journalism, digital media and trust, while Julian asks a bigger question: who actually holds influence now?

The discussion ultimately moves beyond celebrity and social media to something fundamental to luxury itself — trust. If audiences increasingly question what they see online, can genuine recommendation, expertise and human connection become more valuable than reach? The panel closes on perhaps the biggest question of all: is the algorithm now the most powerful influencer of us all?