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DRESS UP, CLICK, POST!
Fashion experts talk about the newage fashion runway — social media platforms — and its influence on people
When was the last time your social media timeline did not feature any glamorous photos with a number of brands in the credit and a bevy of hashtags mentioning how fun the experience was? Can’t imagine it, right? Social media have taken over lives and fashion decisions. We are so engrossed online that most of us end up deciding whether our outfit is selfie-worthy based on the number of likes and comments it gets. Social media are huge among the millennial today. “It’s there, in your face, everywhere; and while one does dress up for the occasion, there’s definitely that social media post that is kept in mind. You dress up, click a bunch of pictures, and post the most Insta-worthy one,” says accessory designer Eishita Puri.
FASHION V/S SOCIAL MEDIA
For show director and choreographer Achla Sachdev, self-worth is everything, and what you do should be for yourself and not because it’s a trend. “If they are dressing up specifically for Instagram then that is really weird. But, if they are selling something or making money out of it, similar to a job, then it’s a different story. If you are just doing it to show off your clothes to people on social media then you are leading an extremely sad life and you need a wake-up call,” says Sachdev.
It’s only natural for one to wonder how social media will continue to evolve and how these innovations will appeal to the millennial and Generation Z, aka Gen Z. Gen Z is entering the workforce and has immense buying power. Fashion designer and stylist Sukriti Grover is of the opinion that marketers take the characteristics of this generation into account while building their social media.
“This generation that grew up in this digital age is extremely dependent on social media. All major social media networks are actively improving their analytics to allow better personalisation of advertising and content for each individual,” says Grover.
However, image consultant Neeraj Gaba states that people are forgetting fashion is about your uniqueness; it’s not about copying. The reach is increasing because of social media, but not the knowledge of fashion. “Today’s youth is majorly on social media. So, the best way to reach them is through social media. India is a developing economy. And in developing economies, the basic sense of styling is far higher than what we have with our demographics. I think, somewhere, these fashion trends and effects through social media are helping those who are not in tier-1 cities and metros. It is transpiring to tier2 and tier-3 cities. But as they say half-baked knowledge is no knowledge. So, it’s becoming a mess,” says Gaba.
ARE YOU AN INFLUENCER?
Of late, the term influencer has been doing the social media rounds. Call them the ‘new-age celebrities or stars’, these influencers are making an impact with their posts on social media. Their posts get attention and attract a lot of brands. When you get to the top tier of influencers, they go to great lengths to portray the perfect image online.
“They often recruit a retinue of still-life and style photographers, make-up artists, stylists, assistants and editors to support the burgeoning business of being a brand in their own right. Many have a signature style to their posts, using specific filters or a trademark pose, but the key is to remember who your audience is and retain an authenticity so that they remain engaged with your output,” says Grover.
However, it’s not just about posting pretty pictures and giving credits. “A lot of brands have paid money to these people in the past. It is a waste of time. The sooner they (youngsters) realise it, the better because brands have started realising that it doesn’t work. Today they (youngsters) might make a few 1,000 bucks but in the coming time it is going to be quality over quantity,” says Gaba.
WHAT’S YOUR STORY?
Today, the world of fashion is accessible everyone, thanks to social media. Sachde believes that this is t world now and it is n likely to change. Wh we accept it, we also need to maintain balance in life.
“What really matters to you? Is it the likes, dislikes, comments, etc.? Yo should know why y are doing this. Ask yourself, is it for pleasure? Is it a job Are you doing it fo people to like you? are you presenting different you that’ not you? Once we ask ourselves the right questions, we will have the right answers,” adds Sachdev.