When it comes to fashion and technology, how fast is too fast? You only have to look at Instagram to realise that taking photos of every waking move is now deemed as 'normal.' But what is 'normal?' And does normal mean good? Not necessarily.
We all know that life should me more about flitting between five different platforms for five seconds at a time on your mobile. Which got me thinking, where's the place that girls my age can get real advice from their peers about how to be successful, amazing and sisterly?
Fashion was always meant to be accessible - it was just the logistics that got in the way... Digital has changed everything. Digital fashion is often touted as a victory for convenience - discover, browse and shop wherever you want, whenever you want. But the real winner is choice and access.
The meeting point of RETAIL and EDITORIAL was traditionally 'THE MAGAZINE'. A style bible like Vogue or Harper's, for example, would carry glossy colour ads of beautiful things, commercial messages betwixt a sacrosanct and inviolable editorial.
Why are more and more brands essentially becoming media owners and content generators? Content allows them to build direct relationships with their customers and then buy into the brand's ethos and become brand ambassadors.