Among the clutch of London’s top tastemakers, 30-year-old Cora Delaney, founder of creative agency EYC LTD must be one of the most no-bulls**t. EYC LTD were early adopters in fashion’s shift towards influencer marketing and are now one of London’s hottest up-start agencies bringing together stars from across the cultural spectrum to create the kind of viral moments brands salivate over.
Influencer has become a dirty word, she tells me at one point during our interview. “We call people content creators because of the amount of skill and effort that goes into their output but from a brand’s perspective, you’re still using someone as a marketing tool, to influence others to buy something or to buy into something. They’ll find other, less cringey, words but it’s all influence.” See? No bulls**t. Later when I ask what makes a good fashion week party she shrugs, “no queue at the bar”.
