Social media has had a huge impact on the fashion industry. The days when Fashion was controlled by a handful of designers has given way to an industry that now has its trends shaped by those who used to buy from and follow the brands they now represent.
“The New Influencer driven Fashion Business is here and it is most certainly a changed landscape.”
Trends are no longer dictated by industry experts and artistic vision seems to have surrendered to idolization. Social media has quickly wiggled it’s way into the roots of tradition and the soul of what is now a struggling industry has shifted to collaborating with social media influencers on capsule collections that redefine what todays buyers are spending their money on.
Catch up with what’s happening in todays fashion industry and how fashion is being marketed in 2018. We also discussed how to build your own social media following to position yourself as a major fashion and style influencer.
Instead of building around one big name, the brand is turning to a series of celebs who have passionate followers—or “tribes.”
The most recent is British-Albanian singing sensation Dua Lipa. If you haven’t heard of her, it’s probably because you’re not part of her tribe. The 22-year-old, who launched her career on YouTube and has 12 million Instagram followers, mostly from the gen Z set, is partnering with Nyden to create a “capsule collection” expected to resonate with her fans.
Dua Lipa announced that she’s working with /Nyden, the seasonless brand owned by H&M, on four capsule collections, available later this year. Vogue UK reports that’s she’s the latest in the new brand’s collaborations with influencers across various builds, including Justine Skye, tattoo artist Dr. Woo, and Noomi Rapace. In a video shared on Instagram, the pop star assured fans that the collections would be made with her first love, music, in mind.
“My first love is music, but fashion also plays an important role in my life because I believe it’s so vital to self-expression,” she wrote in the announcement video’s caption. “I look for clothes that reflect strength and fearlessness, but also match up to today’s fast pace. So I’m excited to be co-creating with /Nyden on my designs – it’s going to be a collection that’s completely suited to me, both onstage and off, and for my fans.”
View the Announcement on the Nyden website.
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