The New Fashion Rules: Inthefrow
The rules of fashion have changed.
The new digital era is all about being seen, liked and inspired. So how do we define ourselves through style? And why has the evolution of the Internet changed the way we buy and wear clothing?
Superblogger Victoria Magrath reveals the pivotal moments that have transformed the fashion world, from the Nineties through to the Noughties, and shares insider secrets and practical tips for navigating the ever-changing fashion landscape.
Find inspiration from the new diversity movement which embraces all shapes and sizes, relive the moment Cara Delevingne recorded a selfie on the catwalk and discover how internet sensations like Instagram and ASOS are changing the landscape of fashion permanently.
These are The New Fashion Rules.
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First published by HarperCollinsPublishers 2018
FIRST EDITION
© Victoria Magrath 2018
Illustrations © Judith van den Hoek 2018
Cover design by Claire Ward © HarperCollinsPublishers 2018
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Victoria Magrath asserts the moral right to be identified as the author of this work
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Source ISBN: 9780008305550
Ebook Edition © November 2018 ISBN: 9780008305567
Version 2018-10-23
(@harrison)
For the fashion students, the enthusiasts, the creatives,
the bosses, the marketers, the online shoppers, the
clothing admirers, the fashion show attendees, the writers
and the devoted fans of the fashion world.
Your passion is my passion. This one’s for you.
(@harrison)
(@harrison)
(@inthefrow)
(@harrison)
Contents
Rule 1: Be accessible and easy to find
1. Get ready to shop the globe
2. ASOS changes the online shopping game
3. Net-A-Porter rides the dotcom boom
5. Global connections for the smallest brands
6. Inspiring a love of fashion
8. Kate sells out the Burberry trench
9. Michael Kors is first to sponsor an Instagram ad
Rule 2: Be aware of the impacts
12. Continuous sales are killing seasonal trends
13. Siri is stalking our shopping habits
14. Wear it once, resell it tomorrow
15. Alexander Wang sues the counterfeits
16. The fashion blogging evolution
18. Fashion Pinspiration for the masses
19. Vogue starts a social shopping trend
20. Instagram: the good, the bad and the ugly
21. The creative directors conquer Instagram
22. The clothing-haul obsession
23. The fashion news goes viral
Rule 4: Be culturally aware and diverse
24. Admiring all shapes and sizes
26. A cry for inclusivity and diversity
28. NikeID and the new customisation
29. The fashion catwalk in your bedroom
30. Sophia Amoruso launches Nasty Gal
32. Rebecca Minkoff leads the connected-store revolution
33. Virtual models in starring roles
35. Netflix merchandise gets hyped
36. The influencers design the collections
37. Cara photobombs the runway
38. The super-bloggers get the gig
39. Burberry redefines the rules of the catwalk
Who decides what we wear, how we dress and the way we define ourselves through clothing? Is it us? Do we decide our own take on style and self-branding? Or is it our audience, the passer-by in the street, the person in front of us in the coffee queue or our latest follower on Instagram? The rules of the fashion game have changed, and we are all having to learn the new tips, tricks and rules to play it successfully.
We live in a world where the majority dress to fit in with societal norms, and our clothing can offer an insight into our status, character, interests and our sense of what’s appropriate and what’s not. As humans, we have always loved to fit into a group to feel a sense of belonging, but the recent evolution of the Internet has had the most dramatic effect on the way we dress today. It has transformed the way fashion is worn, consumed, sold and produced. The majority of us no longer buy clothing for our own personal enjoyment alone, but for the admiration of those who observe or follow us.
Online fashion retailing has fascinated me since it was kicked up a notch in the early 2000s. I studied for my fashion retail degree at the University of Manchester in 2007 and although online shopping was rising in popularity, lots of people were still dubious that it would ever stick. I was sitting in a branding lecture while my lecturer scoffed at the idea that people would ever risk buying such tactile items on their computer. She believed that buying clothing online would never take off, but I was already seeing a trend: brands were increasingly developing online stores and I knew it was only a matter of time before more people tried it out for themselves.
