Instagram has been one of those ‘should I or shouldn’t I’ social media extensions that each of us have either embraced as a part of our daily routine, or have skirted with on the odd occasion. For me, what if I don’t want to take ‘selfies’ – what do I take pictures of and post for the world to see, and what hash tag would I use… oh well, make one up.
It has long been considered a necessity that consumer brands from the electronics, beauty, automobile and media industries align themselves with the glamour of fashion week. And what better way to find a synergy that with the wonderful world of Instagram.
You only need to see the number of Instagram photos circulating from the last two weeks where we have had New York Fashion Week to London Fashion Week with so many people arriving in luxury cars from the Mercedes-Benz to the Bentley; drinking and eating named products, after parties with branded dj boxes, and product endorsements from the front rows to the street style selfies (which tend to take away from the shows themselves).
It is the fly on the wall that we have always dreamed of with some sections of Fashion Weeks still very much a closed off affair. Brands are seeing the value in being involved in such global events and last week the company, which is owned by Facebook announced that it has just over 150 million users. The company are preparing to introduce advertising in order to monetise its growing user base (source from Mashable, 12th September, 2013).
Instagram taken by La ChicFantastique backstage at Giles Deacon SS13.