Written by Marlene Escutia (@mar.cultivate)
With the rise of TikTok, what once was considered obscure like the names of fashion designers and industry history, has become more accessible to a larger audience. Social media has become a democratizing force to get information to the public. This information includes educational videos on the history of fashion. Accounts that devote their content to bringing light to the most esoteric subcultures have accumulated a substantial audience. Enough so that the words Margiela & archive have seeped into the consciousness of everyday people. Does this public recognition help or hurt the fashion space?
I asked Castillo by Karina brand ambassador, model, and digital creator Cassisel (@cassisel) about the impacts of social media in fashion. “Social media has revolutionized the fashion industry by making it more accessible and inclusive for the everyday consumer.” She continues by noting that there is a creative freedom that comes with this access. Cassisel follows this sentiment: “However, with this increased accessibility and creativity comes the responsibility to consider the environmental impact of our fashion choices. The ease of buying and sharing new styles can lead to overconsumption, contributing to waste and harming Mother Nature. It's essential to approach fashion mindfully, supporting sustainable brands, upcycling, and making thoughtful decisions that balance personal expression with ecological stewardship. Fashion can be a powerful form of self-expression, but it should also reflect our commitment to caring for the planet.”
Many fashion houses have seen the value of using authentic digital creators like Cassisel to market their collections. But like most trends, those who pioneered this shift to digital content are individually owned businesses. The industry of fashion has a reputation for being inaccessible to those without connections or born into high socioeconomic groups. However, with the rush of Instagram, TikTok, and other online platforms, anyone who has the talent and drive can make their own opportunities. In the past, designers had to market their collections through traditional forms of media which could be costly for those starting a business. Now, Instagram and TikTok allow businesses to reach a larger audience while establishing a more direct connection to their customer. One could say that social media removes the barriers for those who want to step foot into the gates of fashion.
However, there is still a lurking characteristic of enigmatic interest. Fashion is a topic that is often oversimplified, and this thought can be upsetting to those of us who have followed its inner workings religiously. There is a culture of IYKYK established within this industry, and their concern is that fashion history shared in 10-second videos is catering to that idea of oversimplification. This is a valid and understandable concern. But maybe we should frame those 10-second videos as an invitation for people to create a more informed dialogue about a topic everyone loves to discuss but most haven’t spent a lot of time learning about. Maybe an Instagram reel might remove the stereotypes of what it means to be in fashion; maybe social media will do what the Miranda-Priestly-monologue did to Andy Sachs: open their mind. It is hard to say if public recognition helps or hurts the fashion industry, but it sure has made an impact.