Kiron Kesav from OMG Malaysia joins us to explore the growing influence of Key Opinion Leaders (KOLs) in shaping consumer behaviour, especially in the realm of sustainable fashion. With consumers becoming more value-driven and discerning about who they trust, KOLs are playing a crucial role in bridging brand messages and authentic engagement. We discuss how KOL content drives green trust, the key factors that influence purchasing intention, and whether KOL-led collaborations outperform traditional brand promotions. We also discuss how brands can balance authenticity with strategic goals—and what the future looks like for influencer marketing in a sustainability-conscious world.