IS THE SOCIAL MEDIA INFLUENCING YOUR FASHION SENSE?
Are we a generation who dress up not for the occasion but for social media? HT Café speaks to fashion experts about the newage fashion runway — the social media platforms, and its influence on us
Akshata Shetty
When was the last time your social media timeline featured ‘no glamorous photos’ with a number of brands in the credit and a 100 hashtags mentioning how fun the experience was? Can’t think of any, right? Social media has literally taken over lives and fashion decisions. You 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 is huge among millennials 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. With each passing year, it’s only natural for one to wonder how social media will continue to evolve and how these innovations will appeal to the millennials 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 the major social media networks are actively improving their analytics to allow for better personalisation of advertising and content for each individual,” says Grover.
However, image consultant Neeraj Gaba shares 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 e of fashion. “Today’s youth is majorly on social media. So, t reach them the best way is through social media. India i a developing economy. And i developing economies, the basic sense of styling is far higher than what we have w our demographics. I think somewhere these fashion trends and effects through social media is definitely helpinglig those who tier-1 cities and metros. It is transpiring to tier-2 and tier-3 cities. But as they say halfbaked 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 have in the past attracted 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 1000 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 to everyone, thanks to social media. Sachdev believes that this is the world now and it is not likely to change. While we accept it, we also need to maintain balance in life. “What really matters to you? Is it the likes, dislikes, comments etc?
You should know why you are doing this? Ask yourself… is it for pleasure? Is it a job? Are you doing it for people to like you? Or are you presenting a different you that’s not you? Once we ask ourselves the right questions, we will have the right answers,” adds Sachdev.