As is clearly visible within our everyday lives, for instance when passing billboards promoting the most recent PrettyLittleThing edit, or strolling through the magazine aisle desperately trying to locate this month’s edition of Vogue, a plethora of contrasting methods are utilised by brands to strategically and effectively promote the latest fashion trends and collections. The list of contrasting types of fashion media is ever-growing, because as well as traditional print media, fashion can be promoted through podcasts, YouTube videos, blogs, look books, and, arguably most prominently, through social media platforms. Clothing was utilised in the past with intent of distinguishing the classes, however within modern day society, fashion is much more inclusive as it can be used to communicate more organic attributes such as personality and aesthetic. Portraits of the wealthy were the first communications of fashion, and after this came fashion plates, which were engravings, illustrations and drawings conveying the newest styles of shoes, clothing and hairstyles. Evidently, fashion media has evolved significantly over time, and now there are many ways in which fashion brands and publications can target their customers.
From my perspective, fashion magazines are the most important fashion media due to their ability to capture the attention of passionate and avidly fascinated individuals. Promoting fashion through print is incredibly important because it allows publications to have direct access to an extremely passionate audience who have purchased the magazine with intent, rather than approaching those who accidentally stumbled upon a website. Therefore, to advertise and promote fashion through articles and look books in a print magazine means that you are targeting fashion fanatics who are directly interested in the content. Despite my personal belief that print media is the more sentimental and personal fashion media, magazines are now turning to digital platforms, which is great as fashion has become more accessible, however there also negative aspects as a result to consider. Designers are now much more influenced by their consumers than ever before, as their opinions on latest collections are much more valued, and this has a significant influence upon ultimately everything about their design approach. This means that there is less freedom for designers to express their individuality and creativity, as there is constant pressure to appeal to every customer who views their collections online. For decades, a few big names dominated the fashion industry, however presently the average fashion blogger can influence major designers via social media outlets. Although it is amazing that regular, less well-known members of society can become a hugely influential figure within the industry, at some point will there be a decrease in the passion that aspiring designers, models and stylists have, purely because it is perceived as an opportunity that is less special and desired than it was before?
In conclusion, fashion magazines are the most vital form of fashion communication as they target the most passionate individuals, who eagerly await flicking through the glossy pages of their favourite publication each month. Fashion media is now a saturated market after the introduction of digital content and content creators, however the overruling benefits to print fashion media both in advertising and journalism are enough to keep it afloat.
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