Meet the millennials taking over the fashion establishment
Haute-couture brands are increasingly turning to millennials and the Generation Z of digital influencers for promotion, endorsements and fashion shows.
Starting with Chanel, which had Lily-Rose Depp as their signature couture bride, brands such as Ermenegildo Zegna, and Dolce & Gabbana are also following under the same footsteps.
Now more than ever personalities such as Presley Gerber, Tinie Tempah, social media sensation Cameron Dallas, fashion blogger Caroline Daur and La Rouge Belle creator Lala Rudge are taking over the catwalk and the front rows. Dolce & Gabbana’s 2017 Menswear Collection, had these celebrity millennials placed at the forefront of the event, establishing a turning point within the fashion industry, as opposed to the traditional skinny models taking over.
Narrow fashion and beauty ideals glorifying and celebrating skinniness have predominated the fashion landscape for several decades now, associating thinness with beauty and style. The perpetuation of negative body images has been long withstanding in the fashion industry, which has cynically evaluated and oppressed women because of their appearance.
Yet recently, a trend towards employing real and ordinary people and celebrating different personalities seems to be emerging in the world of high-fashion. Daniel Saynt, the CEO of Socialyte, the largest influencer casting agency, has noted that real people such as fashion bloggers, vloggers, Instagrammers and Youtube celebrities are increasingly being cast in fashion campaigns worldwide. He has referred to this as a “major shift in international fashion.”
As fashion’s gravity seems to now be centered on millennials and the Generation Z, the currency of thinness may be losing its value, as attributes such as personality and individuality seem to be gaining their much-deserved place in the industry. The President of IMG Models, Ivan Barts, an advocate of diversity, sees social media and technology as the drivers of change, and claims that millennials and the Generation Z “have an interesting viewpoint on inclusive beauty”.
Millennials, and the Generation Z may be set to redefine the realm of high-fashion with diverse beauty and fashion ideals.