Do you even remember the fashion world before social media? Actually, there was a time (not so long ago) when the front row (consisted of editors in chief and buyers) was paying attention (taking notes or doing sketches) to passing couture dresses in front of them on the catwalk. It simply meant not being madly busy snapchating their favorite looks, not using special beauty apps for their faces and geofilters for the videos as well as not mastering the skills in instagramming shots with just seconds of glimpsing an outfit.
THE GAME-CHANGERS — SEE NOW BUY NOW
The fashion industry came to the point where consumers and readers don’t find the Fashion Week a must-cover story by traditional media. All over the world, fashion capitals are trying to keep up with the pace of the new technology experiments, which leads fashion houses to prepare us to ultimate experience of insta-seeing and insta-buying.
Fashion Week has its own iOS apps, livestreams shows running on an hourly basis and exclusive inside of celebrity life (thanks to @gigihadid,@kendalljenner, @susiebubble and @chungalexa). On top of that, Burberry, Tom Ford and Vetements have said goodbye to traditional fashion calendar. They will no longer show its autumn and spring collection six months in advance, giving up also on resort wear and mid-term collections which by all means bringing back the lost prestige of two seasons fashion world. The collections will be made immediately available to shop online and in stores after the debut.
When it comes to the smaller designers, they are already reviling the latest season collections on the social media apps, which only proves that for instance Instagram works brilliantly for them as a platform to showcase their work. Chanel, on the other hand, changed its mind and gave up the grand Instagram-worthy runway set this year to bring the focus back to the garments. Nevertheless, social media are re-shaping the industry, where traditional fashion hierarchy went upside down.
STIR THE POT — THE ERA OF ULTIMATE INSTA-GIRLS
Just few months ago the fashion world has been shocked receiving the news of Brooklyn Beckham, 17-years old son of David and Victoria Beckham, would be photographing Burberry’s latest fragrance ad campaign. Seemed like the Chief Creative of Burberry, Christopher Bailey, might have forgotten about established industry professionals, which was viewed as insult and completely disrespectful act against renovated artist community.
Just few days after the fashion world calmed down, Karl Lagerfeld came into the picture with his mind-blowing news. The French fashion house announced, they have chosen a teen, Willow Smith (daughter of actor, Will Smith), as the brand’s newest ambassadress. Regardless of being tired of the celebrity world buying their kids into everything, the reasonable choice would be checking their Instagram accounts. It might be worth noting that Willow’s 1.1 million followers, rather than her parents got her the honor.
INFLUENCERS — THE ROLE MODELS OF 20th CENTURY
The influence of social media has also rapidly changed how models are chosen. Among values such as the look or the talent, the status of one of the most followed person on social media is definitely a game-changer. Kendall Jenner has got 53 mln followers on Instagram and almost 17 mln on Twitter No wonder one of the images of Gigi and Kendall on Balmain Instagram feed of the AW16 collection has gained more attention than anyone could imagined of all snap.
As far as it goes, 10-years old Kristina Pimenova has been dubbed “the most beautiful girl in the world” and had already scored major modeling contracts with brands such as Armani, Roberto Cavalli and Dsquared2 starting just with social accounts handled by her mother. Nowadays, Pimenova has a Facebook page with over 4 million likes and Instagram account with more than 1 million followers.
Social media legacy in the fashion industry is a brand new world, which pushes the boundaries. The few cases mentioned above have become the reflection of just how much social media has shaken up the industry. The floor belongs to those with highest number of followers on Instagram, Pinterest, Facebook and Twitter, rather than connections and experience.
And those who are able to manage those accounts and use the numbers for their benefits might have the power to shape tomorrow’s face of fashion industry.
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