Fashion: The Fashion-Food Chain Power Shift

How exactly is new technology changing the face of fashion?

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Chiara Ferragni

The time has come for a new generation of trendsetters and fashion ‘Influencers’ to take over the reigns of the fashion industry. With the likes of superstar Influencers such as Kylie Jenner, Hailey Baldwin and Negin Mirsalehi, the world is no longer simply captivated by the fashion capital publications that used to rule on the last word of current trends. Vogue Magazine, Harpers Bazaar and other editorial legends will forever hold importance in the fashion industry, however the voice of the online fashion it-girls and guys have shifted the attention of consumers. From a zero social media following to highly influential players in the industry, these Influencers are steering the fashion industry now.

The Internet has birthed a direct line of communication from brand to consumer; pair this with the easy access to cameras and blogging tools that allows absolutely anyone to command an audience and grasp a loyal following. The audience is every single follow and like that posts receive, starting an online movement of inspiration that has taken the fashion world by its stilettos.

There is a power shift in fashion and the attention of every online consumer is up for grabs, all thanks to this new technology.  Today’s easily accessible media tools results into just about anyone using their voice and talent to create a platform with an entire scope of audience just waiting to be tapped into. Every player in the fashion-food chain can benefit from this direct access of new technology; from models, manufacturers, new brands, consumers and stockist’s, to the bloggers that wear the newest pieces and the online magazine that publishes their work. Creating an online presence has become the newest way of talking directly to every person interested in fashion. Why not get involved? We all have to wear something on our backs so why not make it a look inspired by a brand you chose to follow on Instagram?

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Fashion blogger at PFW

Along with a quicker reach of inspiration the online community does more than just inspire: they create, they sell, they buy and they make powerful game plays that can determine the next big shift in fashion. Kylie Jenner can post one photograph of herself in a certain style of t-shirt, and its almost guaranteed thousands of her followers on Instagram (currently totaled at 95 million at time of writing) will feel compelled to be inspired by that post. This is the type of influence that the likes of Vogue and staple high fashion media types strive for, it’s a new generation of influence and it all starts with a download; a snap of an iPhone or an upload to WordPress.

Words: Dilpreet Taak

Instagram: @dilpreettaak

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