A recent infographic from ZEFR explained how the vast majority of brand videos on YouTube come from fans. These creators aren’t shills; they just happen to like particular products and want to tell the world just that. One area where this type of fan branding is particularly prevalent is among YouTube fashionistas. Each YouTube kit is an arsenal of brand names, and the recommendations of top Internet beauty gurus can have a profound impact on real life sales.

A panel at Social Media Week will explore the way the Internet is shaping the future of the fashion industry. This panel will include Chastity Irizarry, Director of Communications at Collective Digital Studios, and Weylie Hoang, a YouTube fashionista partnered with that network; both of those ladies are heavily involved in I love makeup., the new style channel branded by Bobbi Brown Cosmetics. The other two panelists are Nathan Coyle, the EVP of fashion website Refinery29, and notable YouTube consultant Brian Rodda.