At a time when Twi eratis and Instagrammers play a prominent role in driving thoughts and tastes, Saumya Sinha examines how social media has reinvented the fashion industry and changed it forever
Earlier this year, I made the conscious decision to try and streamline the time I spend scrolling endlessly through blurry images of street style, catwalks, editorial shoots and make-up tutorials on my Instagram and Facebook feeds. I had to do this to preserve my sanity, get my internet FOMO in check and avoid being stereotyped as the ‘typical millennial’ who eats and breathes social media. Most importantly however, I wanted to now catch up on my daily dose of news and inspiration I get through the ’gram, Twitter, Pinterest and the whole shebang in the time span of two cab rides and a tea break! For someone who is glued to the screen in an almost hypnotic manner, this wasn’t just a disastrous resolution to begin with but, as many may argue, an unnecessary one. In less than a month of desisting, it was crystal clear that I could not run away from the internet, but that I would have to find my pace and run along with it. I, along with millions of people out there, have debated the pros and cons of social media and come to the conclusion that it is not our future but already an indispensable part of our realities, and we’re not complaining. While it is swiftly redefining brands and restructuring businesses, what it has primarily done to the fashion industry is that it has turned the traditional hierarchy on its head. Here, Facebook is the battlefront for consumer involvement, Instagram is the supreme platform for innovative storytelling and Twitter is the master of curated news bulletins and ICYMIs. What once was private and accessible to the elite is now accessible to a teenager from the comfort of his or her couch.
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