From endless spam messages offering “global ambassador” roles from brands with barely any real presence, to comments packed with scams and product pitches, Instagram has become a breeding ground for fake accounts. It’s no secret in the marketing world: buying followers is a long-standing tactic used to create an illusion of popularity and prestige.

Who’s Leading the Pack in Fake Followers?

That’s the question Socially Powerful set out to answer. Using Modash, a tool designed to detect suspicious profiles and evaluate engagement, they analyzed celebrity-owned brands to see which ones had the highest proportion of fake followers.

Their findings are striking. Many brands with millions of followers display curiously low engagement — few likes, scarce comments, and even fewer shares. The report shows that these “followers” are often bots, inactive accounts, or users engaging in mutual follows to inflate their own numbers. The result? A glossy follower count masking a hollow community.

Biggest Shock: The Row Takes the Lead

The top spot goes to The Row, the luxury fashion label founded by Mary-Kate and Ashley Olsen. According to the data, nearly 32% of its followers are likely fake — hundreds of thousands of accounts that don’t engage, shop, or contribute to the brand’s community. This is particularly ironic given The Row’s branding: discreet, elite, and largely offline, with minimal marketing and phone-free fashion shows. The label’s aura of understated exclusivity now clashes with an uncomfortable reality — a large part of its following might be entirely artificial.

The Kardashian Brands: High Numbers, Low Interaction

Close behind are several brands from the Kardashian empire. Good American (Khloé Kardashian) ranks second with almost 30% fake followers and an alarmingly low engagement rate of 0.02%. Also in the top five: Poosh (Kourtney Kardashian), SKIMS (Kim Kardashian), and Savage X Fenty (Rihanna), each with over 28% fake follower rates. Despite their viral status, these brands demonstrate the same paradox: millions of followers, but very little meaningful interaction.

The Growing Challenge of Authenticity

While not all fake followers are purchased — many accounts follow high-profile pages simply to gain visibility — the challenge remains. For brands, distinguishing real engagement from artificial noise is becoming more difficult. And in that blur, something essential is often lost: credibility.

Digital Ghosts vs. Real Loyalty

Having a million followers may impress at first glance, but if they’re bots or inactive accounts, the brand’s influence is little more than an illusion. In an age where authenticity drives loyalty, high-quality interactions and word-of-mouth are more valuable than ever. A bloated follower count without genuine connection can damage a brand’s reputation — creating a sense of inauthenticity that discerning consumers are quick to detect.

A Fragile Facade

Ultimately, Socially Powerful’s report underscores a broader shift in how we measure influence. Follower counts may still be the first thing people see, but they no longer tell the full story. High fake follower rates don’t mean a brand lacks real fans or solid sales — but they do point to a fragile digital image that may not withstand deeper scrutiny.

In today’s landscape, brands are being challenged to prove their substance beyond surface-level metrics. And in that sense, the rise of fake followers may just be the mirror the fashion world needs — reflecting not just the numbers, but the values that truly matter.