Online Fashion Celebrities

Nowadays, fashion trends are changed. Previously, fashion trend is controlled by the fashion magazine, however, it is different now. No better it is good or bad, the trend of fashion is shaped and influenced by online celebrities.
People tend to follow the popular stars’ dressing has a long history. In the past, the loyal families always lead the fashion trend, such as Marie Antoinette, she leads the fanciest and luxurious fashion trend, and the Kings in the past are the fashion stars as well. Time goes by, movie stars and singers become to the fashion trend that ordinary people tend to follow. With the increase of the economy, people have better life quality, therefore, they would like to pay more attention to their dressing, and this stimulates the bloom of fashion industry too. Then, fashion industry becomes the gatekeeper of fashion trend, especially those well-trained editors and experienced designers. However, it all changed now. Even though the previous groups have the effect on fashion trends as well, we cannot ignore the influence of online celebrities. It seems like fashion industry are controlled by online celeries.
Why? The reason is that lots of people, especially for young people, tend to follow the dressing and the accessories of their favorite online fashion celebrities. It is easy for famous people to influence the fashion trends or even to create it, and social media is the craziest place as that is where all fashion celebrities share their dressing to allow people imitate their style of fashion. Online celebrities permeate in every aspect of fashion.
The quantity of followers on social media becomes a standard in the fashion industry. Knowing how to raise the followers on social media is a very useful skill for fashion editors. Allure, which is a fashion magazine, for instance, pushed out its founding editor of 24 years in 2015 and the position was handed to a younger, digitally-accustomed editor and more space was created for writers with greater online experience. The posts on social media could cause crazier trend than traditional media industry. There is no doubt that people prefer to read articles or know the news on mobile devices instead of traditional media, thus, it is an essential skill for a fashion editor to know how to organize their social media account and get more fans to follow them.
Online celebrities could influence the corporation in the fashion industry as well. For example, Burberry, another traditional fashion powerhouse, openly admitted this year that they hired David Beckham’s oldest son Brooklyn Beckham to photograph their latest campaign last year, is not because he was some boy genius about photography, but because of his close to 6 million followers on Instagram. If Burberry could corporate with him, it would be a win-win event. Burberry could use his fame on social media to expand their influence among teenagers, and Brooklyn Beckham could use Burberry to increase his status in the fashion industry. That shift is happening because major fashion houses understand the very real influence of social networking sites and the blogosphere on the customer. The traditional luxury brand would like to cooperate with online fashion celebrities to advertise their products among the celebrities’ fans. It is not a rare thing for the luxury brand to invite online celebrities to watch their fashion shows, give them gifts, or even ask them to walk for the show, such as Dolce & Gabbana.
Moreover, The influence of social media has also rapidly changed how models are chosen. Kendall Jenner, who is famous of the Keeping Up with the Kardashians reality TV show, has been dubbed the “ultimate Instagirl” for her huge social media fan base: 48 million followers on Instagram and 15.3 million on Twitter. Therefore, when she wants to join the fashion model group, the door of fashion is always welcomes her. Lots of fashion brand invite her to walk for them, such as Victory secret, Prada, CK, etc. Her catwalk literally cannot compare with the old supermodel, such as Naomi. It was probably this status as the most-followed model on Instagram, as much as her looks or talent, that scored her the top job as the face of cosmetics giant Estee Lauder. However, the expressive power of Kendall could not compare with the real model as well.
The industry is considered to reclaim their power. The big names in fashion worries of the fashion world. Vogue’s current creative digital director recently said that bloggers are “the signal of the death of style.” Fashion houses might lose its control and influence of the fashion industry and lost the sale if they still let online fashion celebrities control the power of fashion industry.