👇 Thread 👇
In Asia, influencer culture started on blog platforms such as LiveJournal, Blogspot, and discussion boards.
In the U.S., it was through home webcamming.
Influencer culture spread through diary-like videos and confessional docs.
Fashion no longer has a central point of view.
Instagram has transformed the flavor of fashion:
1. BRIGHT logos
2. VIVID patterns
Unique and generic at once.
We’re increasingly attracted to experiences, outfits, and places that look good in pictures.
Examples:
* Helicopter tours
* Instagrammable restaurants
* Made-for-Instragram Museums
KITSCHY and COLORFUL.
A push and pull between producers and consumers — a two-way dialogue.
Trends arise and are sold back to us in an INSTANT.
Clothes are made for Instagram, purchased on Instagram, and posted back to Instagram.
Instagram is an always-on, 24/7 fashion magazine.
On Instagram, we are constantly RATING what we see.
Through hearts, follows, and comments, we’re always VOTING on aesthetics.
Algorithms use this data to prioritize what they think we want.
They evolve over time based on what we engage with — an algorithmic FEEDBACK loop.
Simple formula: If you like this, you’ll like that.
Miquela is a 19-year old musician who wears Chanel and Supreme, with 700,000 Instagram followers.
But Miquela is actually a virtual, computer-rendered character.
A 3D CYBORG.
We’re going through a massive shift from HUMAN taste to DIGITAL taste.
Soon, we’ll have algorithmic friends.
Through CONSUMPTION, we can learn to live.
When it comes to fashion, influencers serve as beacons of clarity amidst a dizzying sea of trends and styles.
On social media, we’re dictating what aspiration looks like.
They FEEL like close friends.
They model how to act and how to look — beacons of complete consumption.
The hope is that through consumption, we can BECOME them.
We expect PERSONAL and INTIMATE connections with our favorite influencers.
We want to support them physically, financially, and emotionally.
Influencers feel like best friends — SOULMATES.
✌️
1. @chaykak
2. @drewaustiin
3. @_reallifemag
4. @CaseyNewton
racked.com/2018/4/17/1721…