Punk, new romantic, grunge, new rave, nu grave – all trends, that were created on the street, in the clubs and in magazines.
Seapunk has changed our time, because seapunk was the first trend, that was only created on the internet. A big moment for the fashion world, which is not to be underestimated, furthermore it can be seen as historically important.
In the future, trend scouts wont have to hunt – armed with the latest camera – in Hackney and Harajuku, they can spend their days on Tumblr, at home. Or follow the social-media-kings on Instagram. Because it is them, who have influence, more than any club kid or cool kid on the street.
The internet is about to change the fashion industry, primal. It nearly sounds like a cliche, but the consequences are unthinkable, therefore: mega-exciting. In the future, for all protagonists of the fashion industry – doesn’t matter if model, designer or journalist – it won’t be enough to just do your job:
Designers won’t be able to just create fashion, they will also have to report about it, on Facebook or Instagram. Threw blogs, journalists became superstars. Just think of Anna della Russo. And the hyped model Cara Delevigne – is not just a model, mainly she is a social-media-queen. She has millions of followers on Twitter, Instagram and Tumblr.
I-D magazine published an interesting article, is the internet the new streets?, about this topic. Considering the likely future of fashion, the latest decisions that have been made about the New York fashion week, seem antiquated. Catherine Bennett – the senior vice president of IMG (NYFW host) wants it more exclusive in the future.
‘What used to be a platform for established designers to debut their collections to select media and buyers has developed into a cluttered, often cost-prohibitive and exhausting period for our industry to effectively do business.’
Fashion presents a progressive industrie. Somehow it is always about the future. Therefore it needs visionaries. Not nostalgics, like Bennett, who is craving the ‘good old times’. They will not come back, even if Mrs.Bennett wants them to.
The ‘effective business’ – as Bennett calls it – has been going on in the internet for some time and is being pushed. Therefore, banning the ‘new media’ is no solution.
Rather more, the industry should concentrate on the changing situation. A good example for that is the London fashion week. Susie Bubble was helping at the last accreditation. She decided who was an important or unimportant blogger.
The much criticised ‘zoo’ in front of the fashion week tent, could not be impeded, but she cared for an understandable selection, which made sure that the right ‘media agents’ were able to access the shows.
Von: David Kurt Karl Roth