The past few years have seen a real change in the fashion industry.

It’s all about who you see on your daily news feed scroll.

Fashion used to be so far removed from the regular consumer, with it only seeming to be available to celebrities, models and a small group of exclusive editors and producers could have access to the action.


But now, we’re in the blogger era – anyone with a smartphone or internet connection can have a voice and a say about what’s in and what’s not. it’s all about the influencers and sponsored articles and the subliminal approach. 
The opinion and endorsement of an influencer have become an invaluable currency. It’s their voices and their reaches that are now shaping the future of fashion.
Their influence on hundreds of thousands of people that follow them now dictate, what sells and what’s in, what’s hot and where to get it. 
Seeing ‘normal’ people at the forefront of style has made fashion feel closer and more accessible to the masses – you don’t just have to be a high-profile celeb on the front row of fashion week anymore.

It’s your opinion as a ‘regular’ consumer that counts. 

The power of influencers has been absolutely recognised by brands and social media platforms.
Brands paying for someone to advertise their product through social media is now commonplace and almost expected.
The online platforms have also jumped onto this trend too, as features like ‘swipe up to shop’ have been introduced.
The looks that we once yearned over in magazines are now literally at your fingertips, just a tap away.

This style of advertising calls to buy works – and it works really well.

It’s led to a society where it’s normal to buy something to post on social media once, then never wearing it again.
People now have overflowing closets with items that have barely been worn. 
With this more disposable, one-use attitude towards fashion has come to the revolution of people opening up their wardrobe like a shop.
Apps like DePop have made it easier than ever to sell your preloved and barely worn items.
One can’t help but wonder if this fast, social media society is creating a society that cherishes clothing less.
Is everything for a social media one-time use, and will we still value clothes in the same way in the future? 
Georgie Rastall

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