The fashion industry is evolving, so how can fashion writers grow alongside it?
Back when I was knee deep in the fashion industry through my work with Virgin Australia Melbourne Fashion Festival (VAMFF), I wrote a piece about the future of fashion writing.
In it, I discussed my early forays into the field along with other tidbits like outside perceptions, the rise of surface journalism and so on. It’s still one of my favourite pieces to date.
That article was published three years ago. Reading it back now in light of this post, there have been significant changes that have emerged in the crazy world of fashion since then.
Yes, there is still the challenge of overcoming perceptions that everyone who works in fashion is shallow and vapid. The major lack of support for emerging fashion writers in major literary festivals and workshops also remains to be addressed.
And of course, we still have the bemusing expectation fashion journalists need to exude a lavish lifestyle and an extensive wardrobe if we ever want to be taken seriously.
The fact these challenges still exist in this day and age is incredibly disappointing. While these obstacles have remained almost unmoving, other issues have steamrolled their way into the industry demanding for attention. And rightly so, as they’ve been long overdue.
From sexual harassment, contributions to increasing pollution and in-house bullying – all of which were topics previously ignored, concealed or only whispered among the fashion masses – have propelled to the forefront of our digital feeds.
Indeed, these are good changes. They are welcome changes – ones that have heralded a new era of fashion writing, evolving it for the better.
Issues of this magnitude have encouraged content that is intelligent, considered and best of all, humanistic.
Honest insight has, for the most part, overshadowed shock value.
Despite this progression, basic trend listicles and clickbait still runs rampant in the fashion industry. Which is understandable to an extent. Both formats are ploys to increase traffic – the more you have, the more attractive you are to advertisers. So it makes sense that they may never go away completely.
But there are only so many trend reports you can write before it becomes hollow and devoid of any feeling.
In my article with VAMFF, I wrote that the future of fashion writing lies in society’s perception of the fashion writing landscape. This still rings true, however, I believe that in order for the perception to change, we need to continue building upon the raw, honest authenticity these issues have encouraged. We (and the rest of the world) deserve authenticity in a digital age where you’re never sure if something is genuine or sponsored anymore.
Honest insight has, for the most part, overshadowed shock value.
The shift in the industry is clear. Sexual predators who once preyed on the vulnerable are held accountable, swiftly removed from their once impenetrable thrones.
Big brands, who once thought to be untouchable, are now being called out for their uncouth behaviours by vigilante Instagram accounts like Diet Prada and Estee Laundry (if you don’t follow them, do it – the ‘tea’ is always searing hot).
Consumers are starting to question how their clothes are made and the moral ethics behind it.
As fashion writers, it’s our job to continue bringing these issues to light and giving them a platform for discussion. Rather than talking about the latest trend or which star left a comment on another star’s Instagram (yes, really), we need to put our journalistic hats on and investigate the wider implications these issues – and new ones that emerge from it – have as a whole on the industry.
Sustainability, the rise of digital, transparency and calling out bad behaviour is a great start. Now let’s dig even deeper.
Through careful research and insightful documentation, perhaps the outside will begin to identify fashion writing as a medium of intellectual literature. One that is rooted in knowledge and above all, shows a genuine effort of work involved from start to finish.
In doing so, maybe we can chip away at the “us versus them” mindset – the idea that the world of fashion is impenetrable from the outside. That those inside these castle walls only care about themselves and not the issues pervading humanity.
Certainly, it’s not a feat one fashion writer can take on their own.
So it’s high time we all worked together on it, don’t you think?
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