For two and a half decades, fashion e-commerce has barely changed. We still shop online through static product pages, while the way we advertise and discover brands has shifted from traditional media to social media steered by algorithms. But 2025 is undergoing a reckoning. A growing number of fashion experts and investors believe that consumer scroll fatigue and AI skepticism are leading us into a new era of social commerce — where a trusted individual’s curation becomes sought after to cut through the noise and make easier shopping decisions.

Few people have followed this trend as closely as Kay Barron, who spent the last 12 and a half years at Net-a-Porter overseeing fashion features and shopping.

“It’s all about curation,” Barron says. “We may work in fashion and take it for granted,

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