This study explores the transformative role of social media and innovative approaches to brand identity and style, with a particular focus on the ‘old money’ fashion trend of Instagram and Xiaohongshu. In a context of economic recession and declining consumer purchasing power, the rise of the ‘old money’ aesthetic signals a shift towards sustainable and classic fashion choices in which consumers emulate the restrained, high-quality style associated with stable wealth. By reviewing the relevant literature, this study provides insights into how social media content strategies contribute to brand identity and style, in particular through user-generated content and company-led advertising. The literature reveals a nuanced interaction between social media advertising content and consumer engagement, identifying key factors such as identity alignment and experiential value as crucial drivers of brand advocacy. This review provides a comprehensive overview of recent theoretical developments and empirical findings, highlighting current gaps and future research potential in the area of sustainable style distribution through social platforms. So social media plays a key role in building the brand identity.
