In 2010, it was rare to see a mobile phone brandished by the front row of a fashion show. Six years later and it's rare to not see a fashion show broadcasted all over Instagram and Snapchat.
It's hardly an exaggeration to say that social media has transformed the fashion industry. It was once an industry led purely by material, but now social media leads fashion, placing advertising right in front of the core audiences. We are so hungry for content and obsessed with sharing media that fashion labels have had to become so much more engaging.
Take ASOS, for example. Their brand is based around being entertaining, exclusive and accessible by producing interactive content to engage with their audience. Their 2012 Christmas campaign featured 15 social interactions optimised for a different social channel, so the audience can access the content on the platform of their choice.
Fashion is no longer a private experience where the privileged few see the news straight away. We don't have to wait six months before we get to see the Fashion Week collections. And this is where fast fashion comes in - the high street take inspiration from the catwalks and reproduce imitation pieces for the mass public. Suddenly high fashion - or imitation pieces at least - is available to the ordinary people.
Social media has sped up the pace of fashion and in doing so, it's opened the world up to the general public. Who knows where it'll next take it?
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