There’s always talk about how social media is the drive behind businesses today, it helps increase revenue and discover untapped markets and the desire of the consumer. But do we ever discuss how its influence on the fashion industry? Like when Burberry selected Brooklyn Beckham, son of David Beckham to shoot for their latest campaign.
People were mad, outrage was everywhere (it was complete mutiny) when Brooklyn Beckham revealed that he would be the photographer for Burberry’s campaign. Instagram, Facebook, Twitter users didn’t think twice before criticising Burberry AND Beckham, questioning why they didn’t choose an industry professional instead?
“Insulting to every artist out there”; “completely disrespectful to the artist community”; and “so tired of these celebrities buying their kids into everything” were typed and sent through every platform we know, but personally I think good on Burberry for making a choice that would ensure their sustainability, AND opening a space of creativity and opportunity.
What if Brooklyn does have talent? what if his skill was what caught the attention of Britains biggest luxury brand? or was it his 10 million following on Instagram? Now we’re talking! social influencers are called influencers for a reason. They have an audience they’ve built up through content curated by themselves on a daily basis, they have an audience which grows over time who dedicate themselves, take in what they do and emulate that into their own lives.
Burberry selected a social influencer for a reason, he has a key for aesthetics, keeps his Instagram in sync across all platforms, uses multiple mediums to create a story in his photos and let’s not forget he is RIDICULOUSLY good looking! and this is what could help give the brand the light breeze it needed to shift it a new and enlightening direction. And well this is the reality, the choice of Brooklyn as a photography was less about how well connected or skilled you are and more about how social media has flipped the fashion industry upside down.
It’s now your follower count rather than your experience, numbers have become a resume. People don’t follow a singular person because of just their fame, I don’t love Brooklyn but I love his Instagram and that’s WHY I follow him. If you have the ability to grow a following just from your aesthetic and communication with people, then surely you have the skill to have one of Britain’s largest luxury companies in the palm of your hand.
The internet is a movement, taking the world by storm, but more particularly the fashion industry, everyone from Gucci to Burberry knows this and they’re taking their steps to keep up with the ever-changing life of the internet. They aren’t called a fashion powerhouse for no reason.
Catch ya on the flip side,