Unit 9 - Fashion Trends

Once shops have learned all new trends and bought those clothes that are supposed to be fashionable at the moment, how do they convince the general public of acquiring those clothes? 

This is mainly done through media. There's nothing more powerful than an image, and both designers and retailers know that. There are two kinds of advertising: direct and indirect. With indirect advertising we mean how designers use celebrities to show their clothes, so that people who admire them wish to wear like them. This is done in premieres, important events or through social media, like Instagram. Lately, there's even been a new phenomenon of people who were not initially famous but have become celebrities because of the number of followers they have on this kind of media. They're known as influencers and fashion industry has realised how important they are, especially to reach the young public, so they're letting them borrow their clothes and accesories as a way to advertise them on Instagram or YouTube, for instance.

Influencers 

Direct advertising is the one done through commercials on TV and magazines. There are many magazines specialised in fashion, showing fashion icons on their covers (like Sarah Jessica Parker above) and advising people what they should or shouldn't wear (also on the cover above).

Many of these publications were founded in the USA, and then spread internationally, obtaining great success and prestige all over the world. Out of all originally American magazines available on the market, we've selected four. The first one on the list, Vogue, is considered by experts the most influential one in the world of fashion. If you click on these links, you can visit their official websites:

- Vogue
- Cosmopolitan
- Harper's Bazaar

Do you normally read any of these magazines or follow any influencers? Do they help you finding out what the latest fashion trends are? You can make any comments on our Google Classroom group.

See you in class!