Fashion In The Age Of Instagram

FASHION XY

 

The subject under the spotlight is fashion in the age of Instagram. The revolutionisation of digital media tools and social networks has had not just an impact on the shape of the design process. In the words of Alexander Wang &ldquoTHE WAY THAT WE SHOOT IT, THE WAY THAT WE SHOWCASE IT AND THE WAY THT WE MAKE THE CLOTHES AND DESIGN THEM CHANGED&rdquo. Designers now aim to make the images of their designs more pleasing to the eye, in pursuit of more colorful prints and designs. The Instagram generation is sharing their inner-workings, to the benefit of all, designers and fashion-lovers alike.

Everyone Wants To Tell Their Story

A smart phone and/or tablet have fallen into every pair of hands these days. Everyone has a hand in creating media. Social networks and global digitalization have played a central role in many global events in the last five years, and similarly it looks to have put an indelible mark on fashion. These days the measure of the success of a fashion show is from the exposure it receives on social media. Shows are shamelessly geared toward generating a sizable wow factor on the internet, but attracting followers via digital platform is quite a new area of discussion, but it is the foreboding next step for fashion in the current age.

Digital media has completely changed the production, style, presentation and consumption of fashion news &ndash and the way it is spread. Traditional media forms have been outflanked by instant announcements and link sharing. Lucky Magazine&rsquos editor Eva Chen, for instance, says &ldquoI see the shows on Instagram now&rdquo. According to Chen, now everyone wants to tell their own story and saves every show on their mobile phone.

One favored creative of the giants of the industry, who has put on shows for Alexander Wang, Giorgio Armani and Ralph Lauren is Prodject&rsquos Keith Baptista. He recently commented that &ldquoIn some sense, every single person in the audience is their own media outlet&rdquo.

&ldquoSHOT WITH MY iPHONE&rdquo

The instant communication afforded by the digital world has opened new doors, allowing for direct channels of communication to develop between designers and their followers &ndash for disigners, this has become quite indispensible. Riccardo Tisci, the creative director of Givenchy &ndash who is himseif, quite taken by Instagram, it is not in showing new designs, but showing the process and inspiration behind designs that makes them popular.

Of course, it is not only designers who bask in the freedom of the digital world. Carlyne Cerf de Dudzeele, a big name is among stylists in the industry, is currently working on a YouTube clip inspired by the Instagram share culture. Dudzeele, who has worked with photographers Steven Meisel and Peter Lindbergh, tries to capture the stories shaping fashion into her work, without forgetting that all important tagline: &ldquoShot with my iPhone&rdquo.

As a forward, Dudzeele says that the digital age can be conceptualized in the sense of fashion becoming a mirror in which we see:  &ldquoNew World / No Retouching, No Assistant / No Budget, No Brainstorming, No Moodboard / Heaven!!!&rdquo

A NEW MARKETING TOOL FOR FASHION

This is the key to the medium which has rocked all previous conceptions of the reach of marketing. London designer Mary Katrantzou, took a photo of a mini skirt called The Midnight Chrysa, then shared it with her followers on Istagram. She couldn&rsquot have predicted the response she got &ndash selling $8640 worth of stock on the first day, with three sales of the item. 

As we all know, Chanel&rsquos shows are a by-word for fashion. In last February teamed up with Chanel to create another exciting and attention-grabbing concept &ndash a supermarket theme encompassing the whole stage and podium &ndash with all its trimmings and paraphernalia. All models were shown as though they are going about another shopping day.

Bloggers who knew about the show before, instantly snapped themselves with models at the supermarket themed event and before the blink of an eye the shots went viral all over Instagram. The shots gave the show limitless exposure with likes and comment threads opening up. Of course, many brands want to retain some exclusivity and hush-hush around their shows and don&rsquot like these kinds of leaks and spoilers. Thus, it is now not unheard of for brands to block data signals on phones in the venue of their shows.

INSTAGRAM&rsquoS DESIGN PLAN

On another note, Instagram is now preparing to feature advertising despite its already being used for such purposes.

According to Istagram founder and CEO, Kevin Systrom, the popular application is transforming itself into an e-trading platform. Speaking at London Fashion Week, Systrom announced that Instagram would open up a marketing space for the fashion sector.

Systrom continued by remarking that the site had made strides in its role as a free platform for designers to exhibit their works which, he confessed, was not something pre-planned. But for designers, this has been the site&rsquos best feature.

Another curious subject is how Instagram will be used by brands in the future. Instagram took how it had been used as a blueprint for developing further utility, like by integrating advertising strategies into the site.

CREATING A STRATEGY OUT OF INSTAGRAM COMMENTS

Continuing to delve into the subject of shared fashion photos, Systrom talked of the comments that most frequently repeated themselves below the pictures &ndash namely, where can it be bought? How can I find it? And how much does it cost? This is the point where a relationship between Instagram and the fashion world can be forged.

Systrom mentioned that it was not just through photos, but in sparking discussion and comments that brands should direct their marketing strategy. He posited the idea that advertisers would find such a strategy a source of inspiration in the not-so-distant future.

Systrom announced that Instagram, which as of yet has had no advertising features, would be developing into an online e-trading platform in the very near future. Kevin Systrom will essentially be typing together the world of art and the world of work, stressing that Instagram will have a significant impact on both spheres.

In pursuit of photogenic collections

Instagram has indisputably had an effect on brands and fashion outlets and has certainly attained the quality of previously closed gateway for gratifying its users and fashion-lovers. The site&rsquos unpredictably mega effect and constant rise was given the best seal of success with a comment by Alexander Wang &ldquoSomething we always take into deep consideration, even developing a collection. Sometimes, I have to admit, as a designer, you get into this trap of thinking about clothes for a picture rather than what&rsquos going to go into the market or showroom.&rdquo

Thus, we have entered an interesting stage where how items are displayed takes presidence over all. And of course, the colors. Tiziana Cardini , a contributing editor for Italian Vogue magazine and La Rinascente&rsquos Milano outlet fashion director, described the change in situation as manifesting itself in the greater use of colors in recent seasons:

&ldquoFashion has become bi-dimensional. It&rsquos just flat. I see that designers, especially young designers, are considering the shapes and volumes in a totally different way the colors, also. I think they pay much more attention to the photogenic value of an outfit.&rdquo Cardini is not alone in seeing how the web has effected change for good..