Questions are swirling after fresh details emerged about a State-backed campaign that paid social media personalities thousands of euro to encourage people to buy fewer clothes. In a story now gaining traction in entertainment news Ireland, the initiative has sparked debate over public spending, influencer marketing and whether online creators are the right messengers for sustainability campaigns.
The campaign, called Reverse the Trend, was designed to target younger consumers with a simple message: buy less, rewear more, and think twice before feeding the fast-fashion cycle. According to figures confirmed by the Department of Climate, Energy and the Environment, five influencers received a combined total of €44,280 as part of the wider campaign.
How the campaign spending broke down
The influencer element formed part of a larger project with an overall cost of €145,440.25. Department records showed a total of €68,880 linked to influencer payments, with the balance covering agency charges, media buying and VAT.
The creators named by the department were:
- Joanne Mooney
- King Ye
- Laura de Barra
- PJ Kirby
- Síomha Ní Ruairc
The partnerships ran from June to November 2025 and were aimed primarily at women aged 16 to 34, a group identified as frequent clothing buyers. The department said the influencers were selected with the help of a media-buying agency to connect with audiences in a trusted, relatable way.
Why officials say influencers were worth it
From a media strategy standpoint, the department has defended the spend, saying digital creators can cut through crowded online spaces more effectively than traditional messaging. That angle will sound familiar to anyone following Irish entertainment news, where influencer campaigns have increasingly become part of brand and public-awareness rollouts.
Officials said the campaign was meant to direct people toward practical actions, including:
- Rewearing existing clothes
- Repairing damaged items
- Swapping or sharing outfits
- Buying second-hand
- Donating unwanted clothing
It also pointed users to information sources such as MyWaste.ie, the Environmental Protection Agency and departmental textiles resources.
The results claimed by the department
According to an evaluation by Spark Foundry, the influencer content generated 14.8 million video views and 37,600 likes. Post-campaign research carried out by Core Media suggested strong audience response, with 87% of respondents saying the campaign made them more likely to choose sustainable clothing.
Other key findings included:
- 95% agreed the campaign encouraged people to reuse clothes
- 71% said they felt motivated to donate, repair or buy second-hand
- Sentiment toward the campaign was said to be largely positive
That said, the figures are unlikely to end the conversation. In latest entertainment news Ireland, stories involving influencers and public money often trigger strong reactions, especially when the sums are substantial.
A bigger debate about influence and public money
At the heart of this row is a modern question: if people are spending more time with creators than with conventional media, should governments use those same voices to drive behaviour change? Supporters argue it is smart communication. Critics say it risks looking tone-deaf, especially during a cost-of-living squeeze.
There is also a wider cultural thread running through the story. As pop culture Ireland continues to blur with public policy and online campaigning, influencer partnerships are no longer just the territory of beauty launches or streaming premieres. They are now part of how institutions try to shape habits and attitudes.
Whether this campaign is viewed as effective outreach or expensive optics, it has undeniably become a talking point in entertainment news Ireland. The clear takeaway is this: influencer culture is now so embedded in daily life that even sustainability policy is being sold through scroll-stopping content.
