In the past century, the fashion industry is a mysterious and unattainable field for the mass. Four big Fashion Week runway shows’ front rows have always been the symbol of power, identity, status and influence, and the first row is always associated with names of fashion elite and celebrities.
In recent years, the emerging media broke the fashion industry’s practice. As the American designer Zac Posen said, the fashion industry is at a watershed of this era – one side is the tradition that emphasis on privacy, while the other side is new culture that extend individuality and pay attention to outreach.
Today, only depending on traditional medias (television, newspapers, radio, etc.) has been unable to fully cover the audiences, thus new media (such as mobile phones, broadband networks, etc.) gradually emerge in the advertising industry and begin to dominate. Using new media has become a trend. In a consumer society, the symbolic meaning of fashion products is much more attractive than the functional significance, and new media become an important carrier of fashion industry to manufacture fashion symbols, spread symbols, and promote consumption.
Network has increasingly become the big stage for merchandise selling, and now, luxury should also join them. This season’s Fashion Week has no exception that verities major brands began to use new media campaigns: LV make its live telecast of the whole process of clothing show on Facebook; fashion bloggers become regulars of these fashion shows; fashion designers and models have their own Twitter account and update frequently; Jaeger-LeCoultre, Gucci, and other brands launched their own mobile application software.
Now fashion advocates a concept, rather than simply introduce a product. Fashion media not only pass information, but also refract the new fashion trend. Fashion is not fashionable, but a spirit, a powerful sound which leads the era.
rebecca1123 