Across the globe millions of teenagers are becoming fashion designers, models, stylists and photographers in their own right. But amidst such change, where does the future lie for the rest of the fashion industry? Siobhan reports.
With the click of a mouse, another photograph is added and in a matter of hours a new face reigns supreme on the Lookbook site. With 118 comments and 987 ‘hypes’ in the past five days, 18-year-old April from Montreal is currently the leading fashionista of the moment. Sporting a leather jacket, black tights and an unyielding stare, April’s look is well-liked amongst the online style-conscious community.
The rise of technology has caused a transformation for the fashion industry. With cameras and the internet accessible to most, change has prompted a distinct shift for today’s tech-savvy generation. No longer are fashion magazines the guiding source of style, with runway collections viewable on the internet and online style sites posting the hottest looks from all corners of the world.
But it’s not just fashion designers using the internet to promote their works. Young people with little to no experience in the fashion industry are becoming recognised as the new arbiters of style. Websites such as Lookbook and even Myspace have become platforms to flaunt individuality and express fashionable flair.
For film student and Lolita-enthusiast, Goldie Soetianto, Lookbook offers a means to promote her individuality and often alternative style. “I think a lot of people like to show off their style and it’s really interesting for other people to look at what they’re wearing.”
“Lookbook’s success is probably from the popularity of networking sites such as Myspace and Facebook, except that it is for the more fashion-forward. Lookbook is a U.S. based company, so it’s dominated by trends from America. But for the fashion community it’s really good to see international styles coming through, especially from style capitals such as Paris and Milan”But despite the increased importance placed upon the style-conscious consumers-turned-creators, Goldie believes fashion magazines and well known designers will continue to lead the industry.
“I definitely think designers will continue to maintain influence, because eventually cheaper versions of their creations come into shops and that is what people will be wearing. Whilst Lookbook does promote personal style, many of the hyped looks are similar, so obviously they are inspired by the same magazines or designers or aesthetics.”
According to the website, “LOOKBOOK.nu is an international social experiment in style. [Aiming] to bring together diverse, aesthetically talented and open-minded people around the world and showcase the best in international street fashion.” Essentially an exhibition of the latest trends, the premise of Lookbook enables stylish individuals to be rewarded with the recognition of their peers.
The website also offers instructions for beginners, but with youth being the key demographic for Lookbook, even the terms are in teen-speak.
1. You upload photos of your looks, and browse others.
2. Vote up stuff you like – community "hype" determines which outfits show up on the front page.
3. If people hype your looks, you gain "karma" which builds your reputation as a stylist.
The trend towards street style has become widely reflective of the fashion industry, with many brands scouting for stylish, young, real people to represent their label. Recently formed Sydney company, Six Wolves, adopted this concept in creating their street-based modeling agency. Run by advertising agent, Adam Browne and photographer, publicist and producer Kristen Perich, Six Wolves focusses on edgy brands after more unique or raw talent.
In an interview with the Australian, Browne said he was keen to take part in the global trend of big brands hiring “ordinary” people. “What separates us from the big agencies is that we avoid overpriced, over-polished and over-exposed models. [We look for] edgy, unique people with really interesting features.”
Like Lookbook, Six Wolves uses it’s website to promote clientele through style-savvy photographs. Searching festivals, markets and suburbs for new faces, the agency seeks to capture the authentic, edgy trends worn by new talent. With the current economic downturn, Browne hopes fashion labels will look to the creative, less expensive alternative that Six Wolves offers.
Whilst magazines and big brand labels will continue to influence the fashion industry, the internet possesses an increasingly fundamental role. Showcasing street style on an international level, sites such as Lookbook have gained the support of fashion-forward youth. Flicking back to the site’s ‘most popular’ page it seems April might have competition. With her office-inspired outfit, Krystal from California could become the new queen of cool… Ah the flippancy of fashion.
