Look at any form of popular media and you’re confronted with images of celebs sporting the latest fashions; on the red carpet; at their local shops; on holiday. This coverage is about more than just news. It influences our fashion choices. We see them, we like them, we want them.
Celebs pushing boundaries
Celebrities can push fashion boundaries in ways that others can’t or won’t risk for fear of ridicule, not just because of their popularity or status, but because top brands and designers want to get their products out there. And what better way than to showcase their garments and accessories via popular people in popular media. By using popular media, brands can try out new ideas in a safe environment and judge the reaction of consumers and industry experts.
But it’s a two-way street and sometimes popular media wants to jump on the latest fashion bandwagon. Remember the ice bucket challenge? It grew organically but suddenly everyone wanted to be seen doing it. And this brings us to a whole new type of media influence – social media.
Social media is now part of our global connectivity and in recent years the fashion industry has seen a huge shift in the way it interacts with its consumers. Major brands use social media in the same way they use traditional media, to ensure their product is seen by all the right people as often as possible. But the advent of social media has opened the market up to smaller brands and to a new generation of fashion bloggers who, through social media algorithms, are able to establish an online presence and connect with consumers in ways they wouldn’t have dreamt were possible in previous times. These days memes, hashtags, viral jokes, etc all appear on t-shirts and other apparel showing that media influences fashion too.
But social media’s accessibility has its problems too. Pictures of celebs can be shared or photoshopped without the individual, or anybody linked to them, having any say over how they are presented. Of course, this always went on with images of people appearing on magazines and newspapers against their will but that would often turn a particular media outlet into the villain of the piece whereas the online bloggers, tweeters, etc can distribute their stuff anonymously and with little chance of a right of reply.
Fashion and media in tandem
Fashion and popular media come hand in hand. They both need each other and so there has traditionally been an unwritten agreement between them that they will help each other out to the benefit of both. Will social media change that? It remains to be seen. But what’s certain is that the opportunities for us to see and influence new fashions has never been greater.
Whatever trends you follow be sure to follow our blog for ideas and tips to help you look your best whenever you appear on social media.