Dolce and Gabanna opted to feature both men and womenswear in their Menswear collection at Paris Fashion Week (click here to view the show's official photo slideshow). But that wasn’t the only newsworthy detail: they also featured exclusively Youtube stars and social media influencers rather than industry models to walk in the show.
Last year, Dolce and Gabanna invited a similar lineup to fill their audience. No doubt the #BTS shots and live streams generated much talk and excitement for their collection. It must have been notably successful, as the Gen-Y’ers just took over their model roster as well.
The main idea here is nothing new: bloggers and vloggers alike partnered with big brands all through 2016. There is a promise of sensation being generated for a brand through the partnership, one that may become important for designers to rely on through the coming changes in fashion.
Media success can be effectively assessed based on traffic analytics for the influencer's website and social media platforms. Luxury brands have been said to be struggling to adapt to social advances in fashion, a likely push behind designers making these decisions. These partnerships may bring luxury brands a level of confidence in their efforts to reach the next generation of consumers.
This latest opportunity for influencers has further validated the power of social media - as well as validating those who have branded themselves alongside its relevance. Influencers and social media stars are this generation’s celebrity, and the modern consumer is slowly becoming the new muse. We're expecting to see influencers making a repeat on the runway in coming seasons.