After Milan Fashion Week, notable Vogue editors called out fashion influencers and bloggers as “pathetic,” “ridiculous,” and “heralding the death of style.” These influencers and bloggers responded by calling these editors’ remarks “schoolyard bullying.” The cacophony that has surrounded fashion shows this past decade is nothing new. However, with the growing domination of social media and e-commerce, brands who don’t keep up risk falling out of favor.
While these Vogue editors aired their concerns in a published chat, most of the influencers and bloggers took to social media to post their responses – indicating the dissonance between the two teams. Vogue has been struggling to maintain sales and readership in the digital era, while popular bloggers are becoming millionaires with substantial followings. Vogue has been subject to criticism (and mockery) in recent months as many complain that its site is dedicated to posting only information about top models and Instagram sensations Kendall Jenner and the Hadid sisters.
According to L2’s NYFW Fall 2016 report, all of the brands that showed at Fashion Week had Instagram accounts and 70% were on Snapchat. A fifth of brands had integrated a form of the new direct-to-consumer “see now, buy now” runway format, and Google started integrating more live, themed fashion show content into its search results. As Kendall Jenner and Gigi Hadid continue to garner a million likes for each of their Instagram posts, the industry will continue to evolve around digital.