Gifts Gifts Gifts Gifts Gifts Gifts 
By: Antía López
It’s no revelation that social media has radically transformed the world of fashion (and every other industry, in general). Platforms like Instagram, YouTube, Pinterest, and TikTok are now virtual showcases of trends that are born and constantly go viral. This gives users the power to create and spread their own style and ideas, and consequently, brands use this as an important tool in a fully digitalized world.
Before the rise of social media, fashion trends were dictated by renowned designers, magazine editors, and major celebrities seen at significant events or on red carpets, not to mention the cinema, which has always played an important role. The emergence of the "influencer" or content creator has marked a before and after in this regard, with brand collaborations and street trends taking center stage. But today’s reality goes much further; anyone with a device and an internet connection can influence trends—it’s not necessary to have thousands of followers.
Speaking of collaborations, it’s an open secret that the way to reach the most people possible is by working directly with digital professionals who act as intermediaries to reach all kinds of consumers. Of course, one of the biggest advantages is that the range of profiles receiving this advertising increases significantly, as does the time it takes for a trend to establish itself or become popular.
There are two social media platforms that have radically transformed the fashion cycle, and of course, most of us have them—and if not, we’re more than certain you know what I’m talking about: Instagram and TikTok..
Instagram: The Showcase of Trends
If there’s one platform that dominates the creation of different personal styles, it's Instagram. It's full of specialized accounts in every imaginable field, and when it comes to fashion, specialized fashion accounts are key. The best way to understand it is that each account is an exhibition to explore, get inspired, and learn about the profiles and brands behind them.
Among the most important fashion influencers in the world are figures like Chiara Ferragni, with 29.4 million followers, who has turned her blog into a digital empire. Emma Chamberlain, with 15.5 million followers, has become a reference for youthful, casual style. Leonie Hanne, with 4.7 million followers, is a favorite for her focus on luxury fashion and fashion weeks. And Jack Morris, with 2.5 million followers, is a key influencer in the lifestyle and travel niche, showing a unique vision of fashion through his adventures around the world. These content creators are clear examples of Instagram's power to define what's trending.
TikTok: The Queen of Micro-Trends
A platform full of videos that last seconds, which forces users to fully develop their creativity when showcasing trends, brands, or lifestyles. The famous “trends” are crucial when it comes to a video going viral, and consequently, all the brands or trends featured in it. An example of this is the famous “Y2K” trend, a return to the style of the 2000s with modern touches, which is on everyone's lips thanks to this platform.
Small emerging brands have found their safe space here to compete against the big fashion giants through their authenticity and closeness.
Among the most influential TikTokers in the fashion world are names like Wisdom Kaye, with millions of followers thanks to his sophisticated style and ability to mix classic pieces with a modern touch. Bella Poarch, whose unique style has captured the attention of luxury brands, and Addison Rae, one of TikTok's biggest stars, has collaborated with major brands and has been the face of various fashion campaigns. Finally, Dixie D'Amelio, with her casual style and presence at fashion weeks, has established herself as a reference on the platform. These creators have taken full advantage of TikTok's power to define the micro-trends that dominate the global fashion scene.
New Rules in the Fashion World
The advantages are many, and adaptation is essential for progress. One of these is the contribution to inclusivity and diversity. In a world used to following specific beauty standards, there was an explosion of completely heterogeneous styles that celebrate naturalness and variety.
Bodies of all types, large sizes, small sizes, all kinds of skins and tones are key in fashion accounts thanks to the power social media offers, functioning as a loudspeaker that promotes challenging traditional expectations. This has led brands to adapt and launch collections that match the reality of consumers. Models and influencers like Ashley Graham, Winnie Harlow, or Alok Vaid-Menon use their platforms to promote inclusivity.
Trends on the Web
Being the key piece in the viralization of numerous fashion trends in recent years, platforms have left some of the most recognized fashion trends.
ATHLEISURE
Also known as the creation of an outfit that mixes sportswear and casual wear: leggings with blazers, dresses with sneakers—you surely know what we’re talking about. Influencers and celebrities fused comfort and style, leading to a trend that major brands like Adidas or Puma took advantage of to spread the concept.
MODA COTTAGECORE
A nostalgic aesthetic inspired by rural life. Floral prints, pastel tones, and vintage fashion. Relevant profiles shared idyllic images of a quiet life in contact with nature, which, along with a melancholic sentiment stemming from the COVID-19 pandemic, captured the attention of millions.
VINTAGE FASHION
Vintage is in fashion. Influencers concerned with sustainability and responsible consumption are promoting second-hand buying and selling, as well as investing in higher quality garments that don’t have an expiration date. This has succeeded in large part thanks to platforms like Vinted or the organization of flea markets, where both these influential profiles and anyone else can sell their clothes at reasonable prices, creating a more conscious approach to fashion consumption.
Fashion is constantly changing, with its comings and goings, and the way fashion is created and spread was no exception. Platforms, brands, and the various concepts in this world have allowed anyone to create and drive trends that reflect creativity and modernity.
Image credits: @leoniehanne, @chiaraferragni, @wisdm, @ashleygraham
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