The influence of Instagram on fashion has gone beyond mega-models getting thousands of ‘likes’. Instagram is now the place where sales are made and retailers discover new designersThe cherish-in between Instagram and fashion could be summed up by the most liked picture of the last five years: the selfie of model Kendall Jenner lying on the floor in a lace dress with her hair arranged into hearts. It gained 3.1m likes and,with the hashtag “hearthair, more than 10000 followers shared their versions of the picture. This is the extreme end of online influence but it does demonstrate what fashion has known for a while. In a world where nothing happens unless it’s on Instagram, and the # is everything – and retailers are using it for commercial gain.
What is trending on the social media platform has the potential to occupy more of an effect on what fashion will leer like going forward than anything on the catwalk. So-called Insta-models – the likes of Cara Delevingne,Gigi Hadid and Kendall Jenner, with million-plus followers – are often paid for their frequently shared content, or can charge companies up to $300000 (£200000) per post. Brands are also collaborating with them in order to garner some of this influence. Topshop featured Hadid in its campaign in a tender to tap into her 10 million followers and the images gained nearly 700000 likes. They then collaborated with Kylie and Kendall Jenner on a range of clothing – with the siblings’ nearly 90 million combined followers surely a major factor in the deal. Continue reading...
Source: theguardian.com