If you were asked to characterize the generation of Millennials with one word, the first one that would probably come to your mind is…technology! We are the generation of PCs, MSN, cellphones, smartphones, texting, Facebook, Instagram, and Snapchat, just to mention a few tech inventions. This change couldn’t leave the world of fashion untouched, of course. The increasing use of social media began to greatly influence fashion when front-rowers started to upload photos of the shows in frenzy before the maisons and magazines even officially published the collections. Or when major web influencers started posting about the latest news, events and uploading photos of their #ootd and everyday life. And finally, when fashion people were constantly spotted being with a smartphone in their hands to keep up with all of this.
This frenzy does not go without consequences though. There is a quite thin line between private and public life and between social media and reality and there are only a few of us who haven’t crossed it even once. But in the era of social media and in the so rapidly changing fashion industry it is almost inevitable to distance yourself from it. The challenge is to try to manage on controlling it. In the beginning it was kind of a shock, an uncontrollable exposure, but than people and fashion houses realized that they could see it in a different way; have another approach to it and use the media madness to quickly and effectively promote products, ideas, and themselves.
The number of fashion blogs went sky-high and the best of them benefited from all this publicity; think of ‘The Blonde Salad’ and ‘Gary Pepper Girl’. The Maisons clientele does not need an invitation to watch a show anymore because those who'll be present at the show will upload photos and videos of what’s going on in an instant. Some fashion houses even launched their own cellphones and smartphones (e.g. Dolce & Gabbana and Prada) and almost every major fashion brand has a collection of gadget cases and other accessories, with some of them being statement fashion pieces themselves like the This-Is-Not-A-Moschino-Toy, Moschino’s i-Phone case.
The phenomenon became more intense when smartphones appeared in fashion editorials and in a show during Athens Fashion Week this month. Well, we cannot say we weren’t prepared for this, I mean, smartphones are a part of our daily lives by now and are considered accessories despite being gadgets, but still, this was a first. At the show previously mentioned by Greek designer Mi-Ro, models walked down the runaway holding the new Samsung Galaxy S5 taking the show to the next level. Regarding magazines, I spotted the first Samsung Galaxy smartphone in the December 2014 issue of Madame Figaro Greece in an editorial and later on, an i-Phone in Georgia May Jagger’s hand in a fashion editorial in the April 2015 issue of the British Vogue. Since it is in Vogue, we cannot doubt it; this new era has just begun.
Written by Despina Vergidi
Edited by: Anne-Isabelle Saint-Pierre
Photos courtesy of imgmodels.com, en.colette.fr, redrobot.org, thesartorialist.com