No, this is not about Sofia Coppola’s brilliant movie. If we look into fashion, it has always played a role in the way we perceive each other. It’s a tool to communicate where we stand socially, our character and the time we live in.
This can be simply observed in books about fashion history, from photographers to designers, and used strategically in costume design and uniforms.
But nowadays, with fashion’s overproduction and overconsumption, some of the meaning is lost. This is particularly noticeable in social media, which has disrupted the way we see fashion to such an extent, that everything seems like a distorted mirror, a series of staged frivolous performances.
People may have started to post about moments in their life where they felt happy and beautiful, but when business began to creep in, with lucrative and alluring brand partnerships and gifts, they soon found themselves becoming advertising agents.
This led to the emergence of brand ambassadors and influencers, who work exclusively with one brand or many, either to make a living out of it, have some extra income coming in, or to ensure worldwide public visibility, particularly useful for film stars.
Whether we like it or not, it’s the way things have evolved and there’s no turning back. What I find difficult to digest is the emotional detachment from what we wear, and the disparity between how fashion is displayed and how it really is. Spontaneity is more and more elusive.
It’s no longer about sharing memorable life moments but faking them. An influencer can take a whole day to take photographs in different outfits and locations to simulate a particular lifestyle. It’s just work, like a model walking down a catwalk or being photographed for an ad campaign.
The model may like what she’s wearing but there’s no sense of connection, of cherishing something that is dear. She’s not expressing herself nor how she feels, she’s simply and briefly promoting a product.
Climate change forced us to question our relationship with fashion. From sustainability advocates defending circular business models like renting, reselling and swapping, to #buylessbuybetter campaigns, one can sense a shift slowly coming into force.
But will we love fashion again? Or will instant gratification continue to prevail? It’s your call.
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