Modern day fashion is a bit different from what it has been in the past as due to the impacts of social media. Social media has changed almost every aspect of fashion from advertising to purchasing. Instagram and facebook flood profiles with personalized ads which may include major designs or small, local companies trying to take off.
People spend hours a day on the internet and whether they realize or not, the ads are infiltrating their thoughts and influencing their purchases. Apps such as instagram allow models to show off the designers they are working for or wearing on red carpets.
Gigi Hadid partnered with Tommy Hilfiger to create a combined line “TOMMYxGIGI” in which she promoted most of the pieces on her own instagram page. She has 32.3 million followers who she is able to reach in seconds via a picture in which people see the items that will soon be available to buy. People are able to connect (or at least feel connected) with models all around the world through apps such as instagram, twitter, and facebook.
These platforms allow for advertisement and present the opportunity for models (and celebrities) who promote designers, brands, and companies in fashion. Social media has lended its hand to promoting fashion but that hasn’t changed the the rules around the industry.
Fashion is all about breaking the rules, creating something new by going against the grain. However the fashion world lacks laws that protect the creative outcome of those who try a new style. Unlike in writing where there are rules against taking credit for other people's work, fashion can’t protect against this. It is a tricky situation because if one or two of the major designers trademark staple pieces such as a neckline or a type cuff then those designers would be the only ones in the fashion industry. However, without the protection of laws, designers are easily ripped off and copied. This also can lend to a vis-a-versa situation in which a small company or individual local designer’s ideas and clothes or accessories can be taken by larger companies who can put a brand name to it and sell the item for a much higher price.
Maybe it is a new area for celebrities and socialites to use their voice towards. If people who have millions of followers started to promote local business and smaller fashion industries then there could be a way to stand up against designer names who are taking ideas from small shops who can not fight for themselves in court.
People with lots of followers could be using their voices for good and good and fashion are able to go together. Like Emma Watson and Calvin Kleins Green Carpet Challenge in which her MET Gala dress is fully recycled. Watson turned to instagram to explain her dress to her followers and share how important it is to be green in all forms, even fashion.
Social media and technology are going to be continuously impacting the world around us so it should be put to good use.