Luxebook February 2023

more familiar with one another, it gives rise to content exchange thus blurring the lines that once distinguished groups from one another. This phenomenon is often referred to as assimilation, where the Western world’s impact on developing nations can be seen as a prime example. The accessibility of products on a global scale is what has led to this homogenization. Moving the focus to the luxury segment, grand couturiers are also feeling pressured by fast fashion, which in turn has led to the rise of similar styles and designs. Designers are shifting their focus from spending hours on single and customised pieces, and moving towards producing larger quantities. Hence, disseminating the concept of how ateliers worked in the early 19th and 18th century. Couture houses are also expanding their range of seasonal collections from simple spring/summer and autumn/winter to pre-spring and resort wear collections. Some have even taken the plunge to introduce athleisure lines like Net-a-Porter’s line, and others are now introducing prêt collections that can sell off the rack and on online platforms. Saboobelieves that theconcept of trendshelpsbridge the gap between society and hence is a beneficial tool. “Trends are extrapolated from what’s happening around us. It entails seasonal, cultural and social changes. It’s why trends are fleeting and varied among people and places. The homogenization of fashion means bridging this diversity gap.” A 2021 investigation by Rest of World found that Shein added an average of more than 7,000 new items to its website every day. The company generates new garments to capitalize on whatever is trending. To stay afloat, traditional retailers have been forced to become like their fast-fashion competition, relying more on data and the advice of large consulting firms and less on the creativity and expertise of their staff. Such trendprediction methods, result in the homogenization of fashion over time. When a designer’s interesting idea is liked, retailers copy designs. With supply chains have become more dispersed and complicated, multiple brands buy from the same supplier and put their own labels, hence one can often find the same clothes in two stores. Digitalization has had an exponential impact on Nivedita Saboo, Founder and Fashion Entrepreneur at Nivedita Fast fashion and social media has definitely been a catalyst in massifying fashion every aspect of fashion, and the pandemic has only propelled the virtual push. We are no longer limited to just one format. In-person and virtual realms will continue to co-exist. The impact of social media on fashion “Fast fashion and social media have definitely been a catalyst in massifying fashion. Perhaps this is the result of cancel culture and the constant urge for instant gratification,” expresses Saboo. In the past decade alone, social media has managed to quickly revolutionize virtually every industry in the world, and fashion is certainly no exception. In the fashion world, social media has brought connectedness, innovation, and diversity to the industry. Instagram, for example, functions as a live magazine, always updating itself with the best, most current trends while allowing users to participate in fashion rather than just watch from afar. Social media has also done a number of incredible things for the fashion industry, including creating fashion icons, heavily influencing fashion trends, and ultimately reforming the way people dress and shop and how brands market themselves. “Social media has a powerful influence on people’s fashion choices, leading them to follow the latest trends. The fear of missing out is instilled causing individuals to conform to what is currently popular.” It is also interesting to note that although this has paved the way for the uproar of many creative individuals, a new term “influencer looks” has become a popular way for individuals to showcase their styles and promote fashion brands feel Shroff.“They can inspire and help to spread awareness of the latest trends and styles. Influencers look to contribute to the homogenization of fashion and encourage people to conform to what is popular rather than developing their unique sense of style. I believe that Influencer looks are essential to staying in style, but one should adorn looks they are the most comfortable.” Adding to that, we feel that although comfort is a priority, personal style too should be explored and displayed to keep the arena inventive and diverse. On the flip side, for Saboo, “Influencers are doing what fashion editors and journalists have been doing for the longest time.” She continues to say that social media is a fantastic and “ ... quickest way to disseminate anything new and create awareness about a brand or product. “What I love about the “Influencer Look” is that they are getting more and more creative with their styling. From a couturier standpoint, a fresh perspective to a garment I have designed or my vision is always exciting and stimulating to me.” Vaishali S feels influencers have been the perfect catalyst to build on individual fashion styling. “The influencers’ incessant posting of the same styles and of shifting brands has helped set the tone. But the brands are to blame much more, they have been caught in this rat race.” The fashion rat race The realm of fashion has swiftly seen the globalization of its own consumer markets at an unprecedented rate given the birth of social media platforms like Tik Tok, Instagram and digital fashion shows. “ Social media has a powerful influence on people’s fashion choices, leading them to follow the latest trends. The fear of missing out is instilled causing individuals to conform to what is currently popular. It can be seen in the impact of fashion shows, movies, influencer lookbooks, and social media on personal style, causing people to abandon their unique sense of fashion.” Could this, in turn, bring on an era where individuals, from around the Pooja Shroff 36|L U X E B O O K|F E B R U A R Y 2 0 2 3 F E B R U A R Y 2 0 2 3 |L U X E B O O K| 37