A Shift Towards De-influencing Fashion

Men’s Milano Fashion Week: A New Direction?

In a notable turn of events, Men’s Milano Fashion Week has revealed a shift towards de-influencing fashion.

During the three-day event, we noticed a decrease in the prominence of social media influencers. This shift appeared to be an attempt to redefine the role of fashion influencers, suggesting a potential change in the industry’s dynamics.

Yet the “pandoro gate,” which involved Chiara Ferragni (read more here), appears to have prompted a reconsideration of brand strategies. So far, whether brands liked influencers or not, they felt compelled to invite them. Now, something has changed.

Distinguishing two influencer categories

Examining the influencer landscape reveals two categories:
1- traditional celebrities who attain fame through acting, music, or wealth (they are just rich, so they automatically ascend to that state).
2- social media celebrities who build their public personas through continuous self-representation. They employ tactics to grow their audience, such as the unnerving follow/unfollow, bots or purchasing followers (even fake accounts).

Historically, the fashion industry maintained ties with conventional celebrities, although navigating their involvement with different rules. However, brands seeking cost-effective alternatives to traditional endorsements contributed to the rise of influencers – social media celebrities. Most importantly, this phenomenon transformed fashion into a carnival show and, in some instances, portrayed it as a vocation for those without substantial merit.

A shift in focus at Men’s Milano Fashion Week

The recent Men’s Milano Fashion Week has showcased a departure from the influencer-dominated scene. Shows like Prada and Dolce & Gabbana shifted the spotlight to traditional celebrities – actors, musicians, and rich kids – sidelining the ubiquitous Instagram influencers. No Instagram fluff!

While the “pandoro gate” may have played a role in brands reassessing their associations, it is evident that the symbiotic relationship with social media influencers is undergoing scrutiny. Brands, once content to profit alongside the “insta-fluff” phenomenon, now appear more discerning.

We have always been curious about why people buy products based on influencer recommendations, knowing they get paid to promote these products. Essentially, people contribute to fund their luxurious lifestyles by purchasing sponsored products. Just why? Aren’t they capable of independent thinking?

De-influencing fashion: the impact on audience dynamics

The strategic decision to feature traditional celebrities over showy influencers at Men’s Milano Fashion Week revealed a perceptible transformation in the event’s ambience. The shift towards established figures lent an air of sophistication to the audience, aiming to elevate the overall atmosphere. Also, it paved the way for a revitalised focus on the garments themselves.

With the spotlight redirected from ostentatious personalities to the garments, the runway presentations assumed a more cultured and nuanced tone.

A deliberate departure from the influencer-centric narrative would contribute to reviving an appreciation for the sartorial value and creativity that often take a backseat amid the fluff of social media-driven communication.

But is this shift towards de-influencing fashion a calculated, long-term strategy or a momentary pivot? Will it extend to Women’s Fashion Week?

A Shift Towards De-influencing Fashion Read More »

Change: between reality and dream

The alleged change brought in by the pandemic, and much discussed in the fashion field, is mostly imanginary.
We had this conversation with Antonio Miranda, designer of the Anmi jewellery brand.

Antonio invited us to the Piccolo Teatro to see “Doppio Sogno” (Dream Story), by Arthur Schnitzler. Firstly, the show was amazing! Much better than Kubrick’s movie “Eyes wide shut.” Each character had multiple versions of oneself simultaneously, highlighting a dense psychoanalytical landscape. The mixed emotions in a deep flow of consciousness have made it intense.
Thank you, Ugo Fiore (assistant director and Antonio’s nephew). We really appreciate it!

However, before the show started, we exchanged some thoughts about fashion.

ANMI Collections – Made in Italy

Fashion and change

We quote Antonio Miranda:

“Those who changed because of the pandemic were already on that path before Covid19 hit. This is demonstrated by the fact that the majority of people worsened or didn’t change at all. And, look, in the fashion field, we talked a lot about change. It seemed everything had to be different the following season. Well, now the fluff is even stronger.”

According to the Anmi designer, those who changed were already sensitive to the topic. Somehow they were ready or open to it. In fact, they were on the route to make a change. Therefore, the pandemic was the last drop or an invitation.

But for the majority of people, nothing has changed. Not for the good. And fashion is stuck in the usual hot air.

Indeed, the path towards change is individual. It is a matter of awareness and perspective. But, even though a shift in attitude depends on our journey, whatever our situation may be, we can get inspired by virtuous people and activities.

A play, a book, what we buy, define the universe we want. Let’s keep the door open, search for value, support and share it. That’s how we change!

Change: between reality and dream Read More »