02/03/2019
(🇷🇺▶️)
What happened to fashion when the smartphone became an extension of our hand. Part 2
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[Reading time 2 min]
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#2
The Influencers - that raised one after the other within the growth of social media (and their followers base with them) offered, instead of their own style, a huge numbers of images, jumping from look to look ranging from «Valentino princess in pink» to «Biker girl of Givenchy».
At the same time businesses that appeared on platforms brought the possibility to have a direct conversation between final customer and the company, in which the idea of communication changed, taking with it the diffusion of trend. (If you’re interested in “diffusion” I can write about it in the next post)
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All of that create a buzz of «everything for everybody». The result: Dior’s sneakers, Gucci’s streetwear, Balenciaga’s socks in every single corner. Brands that were devilishly accommodating the demand just to stay afloat, at some point lost their own identity. As we know, the newmade logos (Berlutti, Balmain, Burberry, Saint Laurent, Celine, Balenciaga and so on) looks completely the same, and I can tell you why: to be easily read on the screen of your smartphone. Meanwhile those companies that were pushing for style and vision (Prada and Missoni for example), are now suffering to keep their market share.
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All of that could be funny until we, confused, as consumers, the reason why we were buying Louboutin instead of Aquazzura, or why we felt more confident wearing Chanel instead of Celine.
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What I want to say - the era of consumption is over. To be trendy you should express your individuality, looking for the products that fulfil your creativity, stimulate self-expression and empower the intellect. Eventually you are not just a collection of images borrowed from Instagram profiles but a individual, who can challenge brands to "innovate" rather than to create "new" products. Perceive the market as a space for "designing" rather than an arena for "consuming"
💬 @ Almaty, Kazakhstan