Designing for the Social Media Set at #LFW

If no one likes your Instagram selfie, did the outfit ever really exist? 

With Facebook, and Facebook photo albums, fast fashion sped up to a dizzying pace, and disposable clothing named itself king. If you weren’t going to wear it more than once, what did quality matter, anyhow? That was then.

Taking into account the importance of impressions, and given that every editor and blogger attending a fashion show or presentation is want to Instagram the hell out of it, it makes sense that the new collections, and the sets produced to showcase the designs, are made to be photographed. It’s a way to edge in on the competition.

Take Sophia Webster into account. Across the pond, London Fashion Week has taken hold. Our quirky relative to the East has made good on a few things so far this LFW: Charming eccentricity, and Instagram-able presentation. The Sophia Webster collection itself was bright, cheery, colorful, and good on camera, but the set! Well, take a look at the photo above.

Last week, the Wall Street Journal recognized social media’s importance in fashion and retail. Influencers, or “the word formally known as bloggers,” according to WSJ style reporter Elizabeth Holmes, bring an audience with them on social media. The more apt they are to snap, the more impressions a brand makes. Brand are hoping that the more likes a ‘gram gets, the more cha-chings it’ll translate to at the cash register. This means that not only is the front row changing faces, but also that the designers are taking the internet and social media into account when creating the collections.  

Of Christopher Kane’s spring show, in a panel on Monday Lou Stoppard from ShowStudio – a site founded and directed by photographer Nick Knight – said the collection was for “the street style generation – everything is quite iconic.” She’s referring to the Tumblr-friendly details of the show, how the clothes will translate on the street to pure street style photographer bait.  It’s a genius way to up brand awareness. Who can resist snapping those holographic heels, the cutouts, and the outlandish floral motifs?  

Christopher Kane, via @bof

The trends themselves may fade more quickly, but the social media savvy of fashion designers just seems to be taking off.

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