Nothing is sacred on the internet. In the past five years, social media has quickly changed the way we consume our news, run our businesses and interact with our friends. Fashion, once the least ‘techy’ of industries, has quickly adapted and evolved to take full advantage of ‘smart’ social media.
Tavi is internationally recognised as one of the most powerful young people in the fashion industry. Starting her own blog at age eleven led to a quick rise to fame, which in turn has led to commissions for pieces with Vogue and Pop. She’s also worked alongside respected designers, like Rodarte.
Starting with a basic blogger account, this little girl has taken huge strides to capitalise upon everything that new media has to offer.
Many of the biggest shoe brands are now listening to their customers and giving them control over the design process. Interactive features from shoe companies like Nike and Converse let users create their own truly personalised shoes from a collection of white base models. Your own creation then arrives at your door a few days later. This simply would not have been logistically possible but a few years ago, and highlights the democratising nature of the internet.
“What are you wearing today?” is a question many of the fashion conscious hear a lot. Now you can share your own creations and combinations with the world, thanks to Chictopia. The concept is simple: Upload a picture of your clothing choices and share them with others. It’s also a neigh-infinite source of inspiration; much more so than you could possibly take in at a club or on the street. Users can filter by age, style, events, locations and body types – making sure that the content you see is what you asked for. The site is starting to be recognised beyond the digital world; a trend we expect to carry on.
ASOS, an online only brand, is now a real rival to bricks-and-mortar Topshop and River Island. How? Though competitive pricing, extraordinary customer service, and by capitalising on the lunch-hour push. ASOS is thriving in a competitive market from a web-only base.
An experimental group that has been utilising the crossover between fashion and the internet since the late 1990’s, ShowStudio is a success story that regularly falls between the gaps in fashion, art and technology. Masterminded by the photographer Nick Knight, the experiment has embraced the internet since its inception. Recently, the website ran a live, online interview that featured a transcript simultaneously alongside.
As part of Burberry’s new Spring/Summer 2010 campaign, the haute couture brand has been paving the way with their online output. Recently showing their catwalk show online, in full 3-D, photographer Mario Testino has also shot an interactive catalogue of the new collection. Featuring models that seemingly step out of the screen upon a mouse click, the campaign is regarded as being the future of online fashion advertising.
Social media may have taken the fashion world by storm – but it’s a storm that fashion world has fully embraced. It makes sense: Fashion magazines have now been replaced by their new media cousins, democratising and personalising fashion and bringing it closer to customers.
Andrew Beedle and Anisha Chandarana are Junior Design Staffers at Vivid London.
Image credit: Andrew, Anisha and Conal Kelly, who is on work experience with Vivid London from the John Fisher School, Sutton.