The Milan Fashion Week has just passed. Runways have been the stage for so many new fashion trends. With every season bringing in something new trends to the fashion industry one cannot help but wonder: Where do these trends come from? As any fashion lover knows, fashion is not only about brand labels and dressing up pretty; fashion is a reflection of global flows around us including cultural, technological, political happenings. The industry tries to reflect these on the runways. This is what “zeitgeist” is; this word literally means the spirit of time. Trends are all about capturing zeitgeist. Courtesy of The Cut A fashion show today reflects the issues…
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Memes are the new Campaigns
Social media craze is present everywhere in our lives. Fashion brands are using every social media channel efficiently for marketing purposes however Gucci took this one step further and launched memes instead of campaign editorials. The latest trend on internet is memes, relatable and funny posts that address millennials. Gucci hired “international meme creators” and created the collaborative project called #TFWGucci. The Instagram posts had direct reference to popular memes, which made Internet humour lovers “laugh-out-loud” while leaving some of their followers clueless. For the ones that do not know the Internet slang “TFW” translates to “That feeling when”. #TFWGucci, emphasis on the hashtag, was the campaign for brand’s new…
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Marcelo Burlon: Crowded County of Milan
At the 2017 Fall Fashion Show of Marcelo Burlon County of Milan we took our places in front of the runway and there, in the County, in the crowd and were stunned by the strength of the collection. The runway was held at The Mall, a multi-functional space in Porta Nuova. For the occasion they had placed a rhombus-shaped catwalk, surrounded by walls that switched from red to white, inside the hall while an orchestra played wonderful classic music. It was in this unusual atmosphere, full of contrasts between modern and classic, that this powerful, aggressive and stylish collection was shown. Black, red, white and hunter green. Jackets, parkas, sweaters,…
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It’s That Time of Year Again: Victoria’s Secret Show Time
The Victoria’s Secret Fashion show took place this year on November 30th, in one of the great fashion capitals of the world, Paris. Some have been calling it the sexiest TV event of the year as people will be tuning in from around the globe to watch picture perfect models, clad in bejewelled angel wings, showcase the brand’s latest collection. Since its first shows in the 90s, held to promote the brand for the upcoming Valentine’s Day, the brand and show have grown to unprecedented levels. The first shows were aired via webcast but from 2001 onwards they began being aired on national TV. The show is known as a…
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The Importance Of Being Social
Just a few years after the Second World War, the director of Harper’s Bazaar America telegraphed “The New Look is born!” during a Christian Dior défilé. Today, Fashion travels all over the world in just one second, allowing people to be in the front row of every fashion show while in the comfort of their home. Thanks to Social Networks there are no more secrets about what happens during castings, catwalks or backstage: is this new type of communication positive or is it just something that is diminishing the value and exclusiveness of fashion? Diane Von Furstenberg proposed to divide the show in two parts: the first one dedicated to authorized…
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The Business Strategy Behind The H&M x Balmain Collaboration.
Balmain and H&M are two very distinguished fashion companies, in terms of their pricing, customer profile, product quality and company size. Thus, it seemed unnatural that the two collaborate on a collection. After identifying itself as a high-fashion brand, wouldn’t a collaboration with H&M ruin Balmain’s reputation? Some argued the collaboration stained the brand’s credibility whereas others rejoiced to the fact they could finally afford an item associated to the Balmain name. And both reactions are completely understandable. Previous owners of Balmain pieces should be annoyed that others are getting Balmain products for cheaper, and that the luxury value of Balmain clothing decreases.
