From high-end brands to temporary fads, fashion trends have constantly changed over the decades.
As trends have evolved over time, so have how they are spread and popularized. Digital technology and social media have evolved the way fashion was previously spread in the past.
HOW FASHION TRENDS SPREAD
In the past, fashion trends were set by fashion houses like Louis Vuitton and spread by magazines. Alison Cooper, a fashion marketing expert, wrote about the evolution of trends in her article, “How do fashion trends start?” These days, with the evolution of technology and social media, fashion trends are set in many ways.
For example, celebrities have always been around but social media has allowed celebrities and influencers from all around the world to start their own trends. Cooper explained how celebrities and social media influence street style and the spreading of fashion.
There are many celebrities and social media influencers that have an effect on fashion. English singer Dua Lipa has a record of influencing fashion internationally.
According to Teen Vogue, her jewelry at the 2021 BRIT Awards encouraged surges of searches for similar styles. The searches spiked 108% within just a week. Lipa’s Versace look at the Grammys in 2021 also brought a 245% increase in page views for the brand.
SOCIAL MEDIA PLATFORMS
Platforms like Instagram and Tiktok have had a huge effect on fashion through mass marketing techniques and influencers. Social media also has allowed a wider reach to audiences globally. In an interview with the fashion marketing expert Cooper, she explained the importance of social media in trendsetting.
When asked what she believes the most effective way of trend spreading is, she points to social media.
“While it is still wonderful to sit and watch a runway show and then see the trends finally trickle down to being available at a price point the masses can afford,” she says, “the fact that people can share trends just by posting to TikTok here in the United States and they can spread the next day across the globe is very impactful!”
From fashion houses to runaways to social media, fashion trends have spread globally in many ways.
The fact that people can share trends just by posting to TikTok here in the United States and they can spread the next day across the globe is very impactful!
The impact social media and celebrities have had on fashion and the popularity of brands is clear.
Unlike in the past, fashion now spreads quicker and includes diversity from celebrities and trends from across the world.
The evolution of social media and technology has influenced the fashion world for the better.