Who defines Fashion these days?
When you are in a big city, will you feel there is only wall behind you, no route of retreat?
In many people’s understanding, people who define fashion must be rich. Absolutely, money is a basis of buying luxuries. Fancy car, pool villa, Swiss watch and diamond bracelet- these material things are very far away from people who support a family relying on slender income. But fashion is not equal to the concept of luxury. Rich people may have more options of high-end fashion, but it is not mean that they lead fashion. Thus, who actually defines fashion?
Science and Technology
Just think. If fashion icon wear the coolest new stuff such as mobile phone, watch, glasses and headset, these electronic products will become the next out of stock popularly products. While wearing the coolest electronic products will be deemed to the show of characteristics.
When Paris Hilton wore Galaxy Gear watch at New York Fashion Week, led to screaming fans, at the same time the murder of photographic film a lot of big brother. You won’t have any doubt of that.
Last year, Google cooperated with branding business at New York Fashion Week- filming whole fashion week with Google glass. Samsung equipped Samsung Note mobile device for supermodels and fashion celebrities, aim to celebrities shared their experiences at fashion week by Samsung mobile device.
This year, Samsung cooperated with jewelry designer Lorenz at FALLON Spring/Summer party& event. The designer designed a complete set of punk rock style accessories for Galaxy Note 3 and Gear watch, such as Gear’s leather and metal adjustable wrist strap and Note 3’s metal chain mini bag, etc.
In a word, Samsung and designer want to convey is a spirit and philosophy, electronic products are not functional tools any more. They are fashion accessories that can represent ego style. Bluntly, you can’t change your cellphone because it doesn’t work. The reason that you got a new product is not aim to its function. Instead, you wear the new style clothes but hold the old style cellphone. Sorry, it is not cool enough. Your cellphone sell your taste. So science and technology define fashion in a sense.
International Luxury Brands
The international luxury brands such as CHANEL and ARMANI are not only the synonym of valuableness, but they also pay a high cost for creating popular fashion. Although it may make people think fashion is too expensive, just because of the strong support of financial resources, it make these international luxury brands become a flag that never fall down at the front of fashion.
Not everyone has this kind of flag, more people don’t need to spend their money, but they can feast their eyes on flying flags. Yes, everyone has the right of making frivolous remarks about fashion event and famous brand spokesperson. Of course the smart audience can find out the fashion element from it and package it on their selves.
Some people will also wear similar fashion element to international luxury brands. One of the best choices is shopping at ZARA. ZARA is known as precise fashion. Generally, once some top brands display their latest design, ZARA will design and release the style rapidly that is very similar to those top brands. According to reports, ZARA pay tens of millions of euros to those top brands as infringement fine every year in Europe. But as we can see, ZARA didn’t give up this kind of business model. Obviously, the profit that they made is much higher than the fine that they paid.
The reason why ZARA sell such great is because of customers purchase behavior. The reason why customers love to shop at ZARA is because ZARA always keep up with international luxury brands trends. So the international luxury brands can be said to define fashion.
You won’t believe who the fashion brands want to please most. It is fashion bloggers! People who can become a famous fashion blogger, they must have particular style of dressing. They shared their daily outfit on blog and instagram, then a lot of people gave “like” to their photos. Some people will wear as their favorite bloggers. They learn how to match clothes from bloggers.
Some bloggers also create their own brands. There is a person that you must remember her name in the fashion circle- Chiara Ferragni. Since she started her blog in 2009, she always shared her all kinds of outfit and tie-in skills. Her blog had 90000 page views every day. She also got the media attention because of this. After that, she got more and more fans. She created her own shoes brand and got a lot attention.
Nowadays, her annual income is more than 8 million dollars. Many brands deliver their latest style to her, aim to let her wear their brands and show to her fans. Then the brands that she wears will become the next hot customer goods. Chiara Ferragni is the best example to prove that bloggers define fashion.
What is the expert’s idea?
I interviewed a pattern designer who works in Paris by email, based on the topic “who defines fashion?” She said trend is fashionable theme of the year, such as animal print or candy colors. It is man-made decision. She also introduced the rough flow to me. Each top brand designer meets each other at Paris fashion union in the previous year. They discuss the trend then decide popular theme of the next year. Once they confirm, they go back to their own studios and design around the theme closely. Then they show their style and talent until the fashion week. After that, with the influence of fashion week and the spread of each media, this style will become fashionable spontaneously.