The high-fashion world has always been thought of as an exclusive place in which only top models, fashion designers and the elites are welcome. However, social media has changed and is continuing to change the fashion industry.
Last year, BBC News reported that Brooklyn Beckham (David and Victoria Beckham’s 16-year-old son) was the photographer for Burberry’s fragrance campaign. The luxury fashion brand chose Beckham over a professional photographer because of his social media following.
On Instagram (@brooklynbeckham), Brooklyn has 9.2 million followers, something that the pros don’t. Burberry stated, ““Brooklyn has a really great eye for image and Instagram works brilliantly for him as a platform to showcase his work.” The photographer isn’t the only person whose social media following has given them the advantage—the same goes for models.
What do Calvin Klein, Estee Lauder, Daniel Wellington all have in common? Kendall Jenner. The worldwide supermodel has 73.5 million followers on Instagram (@kendalljenner), making her the tenth most followed Instagram account. Kendall’s modeling career has gotten her involved with many fashion designers and brands, most of which she documents on Instagram, Twitter, and Snapchat.
Kendall’s followers see what she’s wearing and want to connect with her by dressing the same way she does. If Kendall is wearing a black choker, her followers see that and want to get in on the trend. The combination of celebrities and social media make trends go in and out faster than ever. Instead of thinking about fashion trends in terms of decades (1950s: Poodle skirts, 1970s: bell bottom pants, 1990s: denim everything), we think of fashion trends in years. Fashion from 5 years ago seems just as out-of-style as fashion from 10 years ago. 2014 was the year of delicate jewelry and subtle accessories; now, in 2017, it’s all about the statement pieces.
Followers are seen as dollar signs to PR specialists, especially PR agents in the fashion industry. Popular social media platforms give followers an inside look into the fashion world and make anyone feel inclusive and a part of it. When designers and models post pictures on Instagram or Snapchat, their viewers feel instantly connected because they are getting a behind-the-scenes look into the fashion industry. Social media is also great due to its low-budget marketing, making it easier than ever for PR agencies to advocate for their high-end luxury clients.
Public relations is storytelling, no matter the industry. At the end of the day, a PR agent’s objective is to tell the story of the brand he or she is advocating for. Social media is an easy way for PR workers to get their client’s stories out to followers, fans, and customers because social media generates a global platform at a minimum cost.
Morgan Valeo, Account Executive