Brief Fashion History


photo taken from article.

Prior to the digital age, during New York Fashion week, for example, fashion shows and presentations were only accessible to the few fashion elites who received special invitations to be seated in the venue. Consequently, the general consumer public was forced to wait at least three to six months before photographs were published in magazines such as Vogue or Marie Claire. However, since fashion brands are using social media and blogs to market their shows, audiences can see them in real time. So with the overwhelming success that social media provides, its almost ubiquitous to have photos, videos and live streaming happening during certain Fashion Week’s and it would be a major disservice for brands not to use social media.

Now that shows are disseminated through the social media lens, designers must incorporate a greater amount of theatrics to the show in order to keep the customers interested. However, you could argue that this shift could force the designers to put less effort into the creativity of the outfits. However, from a brand experience perspective, the theatrics along with the clothes and the choice of models proves to be an effective way to showcase what a particular brand represents.

As you have probably noticed, high-end brands have also hired freelance bloggers to market their products on social media platforms. Just imagine, a blogger with 1.5 million followers on Instagram is invited to sit front row at the Balmain Fall Collection at New York Fashion week and he/she posts a short video of a model walking in the outfit. Not only is the brand reaching an incredibly large audience but also the consumer has the ability to see the look come alive. Now think of the impact that a brand such as Balmain, for example, can create when more than ten famous bloggers are invited to the show.

The breakdown of the communication barrier between the fashion elites and consumers is incredible, in my opinion, because it allows the customers to feel connected to the brands in a more intimate way. Prior to social media, there was almost no way to contact your favorite designers but now you can private message them, or leave a comment on photos and videos.



photo taken from Olivier Rousteing’s instagram.

Although it is unlikely that you will get a response, the fact that is it at all possible, creates a wonderful sense of community. Many designers like Olivier Rousteing, creative director at Balmain, also post photos and videos of their personal life among the professional, so their fans are able to get to know them on a more personal level. It has always fascinated me that the consumers/ fans know that it is highly improbable for them to get a response, but as you can see from the photo below, fans are now comfortable asking personal questions to their fans.


photo taken from Olivier Rousteing’s instagram.



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