For fans of this particular kind of fashion, the fact that social media is abuzz with news of the latest looks and trends means that they can keep right up to the minute with what’s hot – and the very nature of social networks means that the news spreads quickly to other people who may also be interested.
It’s just this kind of “influencer marketing” that’s like gold-dust to the brands themselves. Posts about their fashions put out by genuine fans carry far more weight than other types of marketing like ads and posters because they have a strong element of authenticity to them. And by appearing to be the sorts of brands only for people “in the know”, it adds the sort of cachet that money just can’t buy. But, as many companies have discovered in the past, those that live by the power of social media can die by it too. Thus, many must feel that this presents a considerable risk if hypebeast opinion should turn against them.
below: Paris Fashion Week F/W 2018 street style by Adam Katz Sinding