Is Fashion Still On Big Socials?
Instagram, Facebook, and Twitter are a dying fashion social media breed
Could it be that after over a decade of frenzied Facebooking, Instagramming, and Tweeting, we're all just in need of a digital detox? And is the fashion industry going through a major social media overhaul?
When we talk about big socials, it's Instagram, Facebook, TikTok, and Twitter (now X) that spring to mind. But after over a decade of hardcore documenting our lives online and shitposting on these platforms to our heart’s content, things are shifting.
Fashion brands used to rely heavily on big socials to promote their latest collections and get their message out there to the big wide world, but the younger generations' digital nonchalance and pivot to offline, community-led social spaces has shaken things up a little — and fashion brands are shooketh.
These days, fashion is digital first. It's all about the internet and its mighty sidekick, social media. Social media isn't just a tool for fashion — it's the secret sauce that gives brands global reach and shapes the very fabric of trends and tastes.
Ad campaigns, collections, collaborations, and even runway shows seen on big socials garner eyeballs by the millions, turbocharged by influencers who can spike views with a flick of their digital wrist. But amid this social media symphony, digital fatigue is setting in as both creators and their audiences are starting to feel the weariness of content overload.Â
Gone are the days of solely relying on the 'gram for attention. From the whispers of podcasts to the glossy pages of zines, and even the unpredictable, extraterrestrial terrain of the metaverse, fashion is diversifying its portfolio faster than a TikToker can change outfits.
Algorithmic agendas
In today's digital age, getting your dose of culture is just a swipe and a click away. Thanks to algorithmic agendas, our go-to platforms serve up a personalised buffet of content tailored to our tastes. Who wouldn't want content that speaks directly to them, sparing the agony of irrelevant and uninteresting feeds?
But here's the catch: algorithms have been the puppet masters pulling the strings for a hot minute now. And this has not escaped the world of fashion. For brands, it's been a rollercoaster ride of challenges and opportunities.
Relying on these digital sorcerers, brands have danced with the devil knowing that the slightest change set by the algorithm overlords — Zuckerberg and Musk, we’re looking at you — could mean a major makeover, good or bad, for their online presence.
High-street giants, luxury big hitters, and independent, under-the-radar designers have had to master the art of trend-hopping and visual spectacles, turning their social accounts into digital playgrounds that bear little resemblance to their retail offerings. It's giving fashion ick.
In this age of content pollution, where everyone's clamouring to rank high on the algorithm, brands have become both chameleons and copycats, chasing after virality like nobody's business.
But let's not sugarcoat it: there's a risk of losing sight of what makes each brand unique, moving further and further away from brand integrity and what makes a label special, unique, and relevant in the first place.
Anti-social brands and designers
Bottega Veneta pulled the social media plug in 2021, bidding adieu to Instagram, Facebook, and Twitter without so much as a farewell. But the brand didn’t forsake its loyal following and instead chose to take a road less travelled, embracing an old-school approach to communication by birthing its very own digital journal, Issue.Â
Under the reign of previous creative director Daniel Lee, Bottega Veneta's departure from the digital circus wasn't a social snub but a statement. Lee's move spoke volumes about the ultimate game of luxury hide-and-seek, where exclusivity reigns supreme and word of mouth is the only currency that matters.
Let's face it, the folks who can afford Bottega aren't glued to their screens waiting for the next IG post or TikTok video to drop. They're out there living their best lives IRL, unfazed by the relentless onslaught our feeds deliver. Social media may promise the world, but for brands like Bottega, it's an underwhelming performance on the digital stage.
But Bottega Veneta deleting social media may have been one of its smartest moves yet. A private, fan-run Bottega page, @newbottega, which has 1.4 million followers and counting, is keeping the public informed of brand updates three years after it cut all social ties. And Bottega manages to remain one of the hottest brands out there, giving people a taste of authentic content that's strategic and thoughtfully executed.
Anti-social designers are also rebuking having an online presence, with some of fashion's most influential voices opting for a more enigmatic social feed. Take Christopher Bailey, Phoebe Philo, and their ilk — masters of mystery who let their designs do the talking. In a world of #OOTDs, backstage snaps, reels, and 30-second videos, their silence speaks volumes.
But it's not just fashion's elite hitting the mute button. Even Gigi Hadid bid Twitter farewell, dubbing it a "cesspool of hate and bigotry." Balenciaga followed suit, disappearing from the Twitterverse without a trace. And let's not forget Macy's, pulling the plug on Twitter advertising just days before its Thanksgiving extravaganza.
In an era where less is more and silence is golden, anti-social brands, designers, and important fashionable figures are rewriting the script, one hashtag-free moment at a time. As Phoebe Philo famously quipped, "The chicest thing is when you don't exist on Google."
Fashions’ new digital playground
Move over big socials, there's a new fashion party in town, and Triller, Twitch, OnlyFans, and Discord are the platforms currently making noise. While the old guard of social apps struggles with saturation, fashion brands are turning to these fresh platforms, eager to shake things up. But the digital expansion and innovation doesn't end there.
Take Don't Call Me Jennyfer, for example. This French ready-to-wear brand didn't just dip its toes into the digital pool, it launched its own immersive app, offering up content, promotions, cashback, and, of course, the holy grail of modern commerce: one-click shopping. It's the kind of bespoke experience that's tailor-made for today's savvy shoppers, who crave personalised pampering in a world of one-size-fits-all.
And there are even more fashionable goings on in other digital spaces. Enter Substack, the very platform this newsletter is run from, and the unlikely hero of style aficionados who want something a little different. While search engines and social apps churn out cookie-cutter content, Substack is carving out a niche as the go-to destination for curated style advice.
Don't get me wrong, the platform isn't perfect, but with newsletters like I <3 Mess, Perfectly Imperfect, Sprezza, and Threads of Conversation, we are getting a front-row seat to fashion conversations that matter.
Then you have the likes of Pharrell, Creative Director at Louis Vuitton Mens, making his finsta account public and launching a @skateboard Instagram page ahead of the SS24 show — revealing behind-the-scenes snippets of what might be showcased on the runway. It's these digital fashion playgrounds that eschew traditional marketing tactics in favour of fashion that people want to see, which is ushering in a new social fashion era.
With the rise of social media and the way it infiltrates our daily lives, we've all become weary of flashy displays and extravagant productions. It's tired, outdated, and we can see through the facade, recognizing that what was once deemed aspirational is merely a marketing ploy by designers and we no longer have time for it.Â
Instead, people prefer authentic content like behind-the-scenes glimpses seen on the @skateboard IG page, or the relatable and knowledgeable content that comes from real people running Substack newsletters (like the value you glean from this one, I hope dear readers). Long may this reign continue.
To post, or not to post?
Social media is the land of endless possibilities and missed opportunities. It's like brands are stuck in a never-ending game of copycat, where creativity goes to die and influence feels more like a punchline than a powerhouse.
But there's still hope for those brave enough to break the mould. Forget the tired tropes and trends — true innovation lies in flipping the script and turning the marketing funnel upside down. It's time brands started carving out their own corner of the multiverse, where niches matter and having a point of view is non-negotiable.
Some may cling to the safety of traditional advertising like a security blanket, but the real movers and shakers aren't just present on big social networks, they are tapping into niche communities, subcultures, and micro pockets of online spaces that span generations and social strata alike.Â
The value placed on big socials is changing. Brands haven't got to be everywhere, all at once, as there's a right way to go about doing things and certain spaces should just be left alone. The game has become more about adaptation and innovation in dynamic digital landscapes where user preferences are shifting.
Can fashion exist without big socials? Yes and no. But with new digital-comers on the block, big socials reign may soon be over. It's time to embrace the chaos, richness, and diversity of the digital realm, or risk fading into obscurity.
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Great article!