How social media is creating more fashion buzzFeature of the week
Revealing the latest fashion style used to be restricted to professional models at a fashion show. It also included famous people, mainly actors or actresses wearing fabulous attire at some premiere celebrity event. These live fashion shows were followed by articles and photographs in fashion magazines or other forms of mass media to create a trend.
However, the entire fashion industry is now changing. Now regular men and women, mainly young and beautiful, but not professional models, relative nobodies can start a fashion craze with the clever use of social media. Today, even new fashion designers working with a great social media management company can create buzz for their innovative line of clothing.
The new fashion stars
You can see their photo shoots spread far and wide across photo-friendly social media platforms like Instagram. Lean handsome young men with slightly unshaven jaws, beautiful curvaceous women, people who could very well be fashion models, are wearing tight shirts or blouses, artistically ripped jeans, laced up body suits, and figure-hugging suits or dresses.
Many of them even resemble famous actors or actresses, reality stars, or well-known models, except they aren’t celebrities, just ordinary people, influencers do a gig for a fashion brand.
A simple business plan
Usually, the business agreement between a fashion company and an amateur model are fairly simple:
- The models are not called models, but social media influencers. Payment is in the form of free clothes.
- A company rep sends an email once a month for the amateur model to pick up about ten items for a clothing order.
- The amateur model then posts pictures of herself on the company’s preferred platform. In many cases, it’s Instagram, because this is one of the most receptive platforms for beauty and fashion posts, even whimsical ideas like feather brows.
The photographs of these fashion models aren’t photoshopped and aren’t captured by the camera lens of a professional photographer. Instead, they’re amateurs simply having fun with the fashion scene. In essence, then, fashion has become more about amateurs simply having fun with the fashion scene.
A popular idea
What fashion companies might lose in terms of professionally prepping their models, they more than make up with the number of beautiful people willing to show off their clothing designs almost every week.
Some popular clothing brands can now boast of a staff of hundreds to model their lines of clothes on a weekly basis on social media platforms. For instance, this is what Buzzfeed news had to say about Fashion Nova, an LA brand: “The campaign seems to be working. In just three years, Fashion Nova has grown to a staff more than 600 people, who churn out up to 500 new clothing designs every week. Along the way the company has picked up 6.9 million Instagram followers and a stable of celebrity endorsers like Jenner and Amber Rose.”
Why does it work?
Fashion conscious people fascinated by what people are modeling on social media find that the pieces are affordable and often wear the Instagram or Pinterest inspired clothing within days of the posts. On top of improved sales, fashion designers benefit from the viral effect of people sharing pictures of their latest purchased clothes on their own social media platforms.
In the past, runways were used as a way for a fashion company to show the public its latest line of clothes. Mass media channels augmented the message for those who couldn’t be there in person. Now, people can simply check out their feeds to get fashion inspiration; and what’s more, they can share their latest finds with their friends online.
Moreover, just as the idea of raw face videos on YouTube is more popular than professionally created videos, the same dynamics work well with impromptu photo shoots. People love raw footage and viewing amateur models who look more like them. In addition, the line of clothing is usually within the range of the average wage earners modest income.
A new business model
The traditional way of modeling clothes was a highly expensive ways of building a brand, and publicity was limited to those who went to fashion shows or bought fashion magazines or watched fashion shows on TV. In addition, everything took quality time to bring out a high level of professionalism and models attained the status of superstars. All these expensive production costs also raised the price of clothing lines.Now, the entire process of fashion has become more democratic due to the power of social media. Models are now ordinary people having fun showing off a line of clothing that is much more affordable.
The editorial unit