Fashion In Media*

Local Vs. Global Fashion???
    Nowadays, thanks to the omnipresence of media and social networks in our society everyone can follow the big trends and buy the specific promoted products such as clothes, accessories, makeup and so on.. all over the world. The new technologies have broken the barriers of time and space and we all feel citizens of this current “Global Village” as said Marshall McLuhan in his book “The Medium is the Massage”, before feeling citizens of a particular country.
Fashion is a powerful and instant viral phenomenon which uses mainly pictural social networks as a propaganda, not to mention Instagram or Pinterest. I would be tempted to say that in these conditions, Fashion should be the same for everyone worldwide and a “Global Fashion” may exist certainly, which consists in the big and main characteristics about patterns, colors, shapes, volumes.. If I had to define the current trends after looking at many different locations, brands and magazines I would quote the high waistline for pants or skirts, cropped shape for sweaters or tee-shirts and the predominance of androgynous style like boyish boots. It is maybe just my own impression but I really think that we can draw a kind of specific “global/international” silhouette that represents our time.
    At the opposite I also think that there are still local strong trends very specific to the locations in different scales. The best example I found very interesting is when I looked at the street style pictures of the S/S 2016 Paris Fashion Week on the Vogue website. I saw pictures of several famous “fashionistas” from all over the world and I realized that each fashion capital has its own obvious style. For instance you have the cliché of the Parisian girl such as Jeanne Damas or Caroline de Maigret who loves basics garments and mixes feminine and masculine items to create a subtle mixed silhouette. Then we can recognize the New Yorker girl with comfortable clothes and who associates generally sports and cutting-edge items like Leandra Medine. After, we have the stereotype of the Milanese girl as Chiara Ferragni with her feminine silhouette with wears high heels and excentric items. Finally, the girl from Asia, who wears structured and conceptual clothes with a game of proportions and superpositions.
Jeanne Damas
Caroline De Maigret
Leandra Medine
A New-Yoker girl
Chiara Ferragni
An Italian girl
Two Asian girls

3 thoughts on “Fashion In Media*

  1. I like your use of “propaganda” Clemence. Ads are propaganda, telling us to buy this look and not the others. Telling us that we’re not good enough until we look like this. Brands want us to fit their image and will go to any means of accomplishing that. However when we have a mix of brands styled together, is that still propaganda? or is that an “F YOU” to the fashion brands?

  2. Wonderful observations. Do you think that the similarities that create a global fashion could be how we define our fashion zeitgeist? Local trends are interesting and important – but if there are observable overlap that might really mean something.

  3. Pingback: Blogging Guidelines | Fashion Theory Spring 2016

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