The fashion industry has become the modern day Space Race. Bloggers, designers, and models compete against each other just like the Soviet Union and the United States. Shopping isn’t walking into a boutique and picking out an outfit anymore, it’s a sport.
Competition. Models compete on the runway and in photoshoots, designers look to be the most creative at all times, and bloggers are camera ready to say “What’s in?” and “What’s out?”. Modern day shopping is now an experience, rather than a chore and because of this there is always a competition to see who can make that experience best for consumers. Music playing in the background at stores and celebrities wearing brands are just as important as the clothing themselves.
The brands that are the most successful in giving consumers an “experience” have a concrete identity. For example, Opening Ceremony in “The Future of Fashion” make their store apart of their community through music and interior design. Moreover, Marc Jacobs as described in Deluxe: How Luxury Lost its Luster created a specific logo and print unique to Louis Vuitton which makes his designs unforgettable (Thomas 24). With the combined perspectives of social rules and economic strategy, designers are now able to reach new audiences through social media.
Social media has a huge impact on the fashion industry. In “The Future of Fashion” CEO Brooke Wall says, “[The question] now is how many followers do they have?” Social media heightens a brand’s popularity. The more followers someone has, the faster they can get the word out. Celebrities like Kylie Jenner have the power to launch people’s careers and brands with a single Instagram post. Because of social media, people literally have power at the tip of their fingertips.
Understanding the importance of social media, makes a designer more likely to solidify their image and build their brand. However, social media also has the ability to deteriorate one’s brand because there aren’t many laws that protect their work, so anyone has the ability to take someone’s idea and claim it as their own. This is where law in fashion should come into place.
Trends do not last because people are constantly adopting other people’s ideas as their own which makes it no longer unique. After Kim Kardashian cut a piece of material off her jeans, the jean choker was born. However, due to a lack of patents, that was then adopted by FashionNova and other brands. If I can’t use Rousseau’s philosophies as my own, why should someone be able to use someone else’s design for a dress?
There should be discipline within the fashion industry because creativity is expensive. New ideas are hard to come by which is why they should be sacred. Ultimately, fashion is the race for relevance promoted by consumers and societal standards.
Thomas, Dana. Deluxe: How Luxury Lost Its Luster. New York: Penguin, 2008. Print.
The Future of Fashion with Alexa Chung in New York. Perf. Alex Chung. The Future of Fashion with Alexa Chung in New York. British Vogue, 12 Apr. 2016. Web. 3 Apr. 2017.