By Dylan Asher
Fashion, in the past decade, has gotten a major face-lift. And not like one of those botched face-lifts, but a good one; one that leaves you feeling fresh and more approachable to the youth. Just like the trends in fashion, the fashion market and entrepreneurship in fashion have changed, too. I’m sure you don’t need me to tell you that all of this is the result of social media. Most of—if not all—designers have ditched the traditional business model and turned to platforms like Instagram, Twitter, Tumblr, and fashion blogs as inspiration for marketing, brand building, advertising, and trend analysis. Fashion and social media have a mutualistic relationship; because of it, consumers know what to buy and designers know what to make. As a result of this, social media awareness is at an all-time high with luxury brands like Hermes, Gucci, Chanel, and Fendi.
At the same time, though, million-dollar brands actually are not the ones who benefit most from this integration of social media; rather, it’s people like you and I. Sites like Twitter and Tumblr have made fashion more easily digestible. These platforms have taken the fashion that was once unachievable and turned it into an opportunity for everyone—not just models and celebrities—but people like you and I. This began in 2007 with the creation of fashion blogging. Because of fashion blogging, blogs like The Budget Fashionista, ManRepeller, and my personal favorite The Sartorialist are now able to analyze what they see in editorials like Vogue, Harper’s Bazaar, and Elle and share their commentary with a more plain-speaking online community. These blogs, however, did not go unnoticed by brand-names. Digital Brand Architects and many other digital media directors see bloggers in the same light as stylists, fashion consultants, and even associate buyers. High end retailers like Neiman Marcus, Bloomingdale’s and Bergdorf Goodman, in combination with more hip retailers like American Apparel, Urban Outfitters and PacSun, have begun examining esteemed blogs for their abilities to influence upcoming trends.
Donald Glover serving a look in this Gucci frock. Source: vulture
Taylor, Trey. “Where Fashion Blogging Began.” Nytimes. New York Times, 1 Feb. 2017. Web.
Hope, Katie. “How Social Media Is Transforming the Fashion Industry.” BBC News. BBC, 05 Feb. 2016. Web. 12 Feb. 2017.