The face of fashion is changing. Whether it’s through diverse casting in ads, technological advancements or retail shifts, the industry is moving to reflect today’s world, our world. No longer are fair-skinned waifs the go-to for brands to showcase their latest collections. In their place storm a technicolour range of people, who are yes predominantly models, but ones that we can recognise ourselves in and ones that better reflect the world we inhabit.
The covers, pages and even mastheads of magazines are changing too. September issues traditionally mark fashion month and so often feature more content and a more high-profile celebrity to grace the cover. For September 2018, the most influential titles predominantly chose women of colour for their covers, a poignant shift from usual magazine casting. From Beyoncé at US Vogue - photographed by 23-year-old Tyler Mitchell, the first black photographer to shoot a US Vogue cover in the publication’s 126-year history - to Rihanna at British Vogue, model Slick Woods, pregnant and resplendent on Elle UK, as well as Kanye, North and Saint West on Harper’s Bazaar, the September issues held up a mirror to our cultural landscape.
The second noticeable change within in the industry is the way that fashion is now consumed. Fashion brands are adopting new technologies and technology brands are looking to embrace fashion. From the launch of Amazon’s fashion line, the Amazon Clothing Store, and the Echo Look, which acts as a personal wardrobe stylist, to Snap appointing its first fashion editor, these technology-focused brands which may not have originally been operating in this space, are recognising that fashion is big business.
Up-and-coming labels are benefiting from a huge and engaged social media following to build up their reputation and to generate a feeling of authenticity. Businesses such as Réalisation, Cult Gaia and Revolve are recognising that the path to success may lie in the power of the double-tap of a consumer’s thumb.
As the industry and those around it shift and change, fashion is no longer fickle but has the power to be reactive, exciting and even sometimes, yes really, a little bit humorous. The brands featured below have done just that.