What’s happened to fashion journalism? Much of what you need to do for an answer is go online. The present age of the fashion press is a consequence of a media explosion that was presaged over 50 years ago by media guru and culture sage: Marshall McLuhan. (In honor of the celebration of Marshall McLuhan’s 100th Birthday, July 21, 1911 – December 31, 1980)
McLuhan foresaw media as a tool that can be used to create an individual’s own style, (e.g., “become the next hot designer” … go to: StartingaClothingLine.com or watch the TV program: “Project Runway”, among others). Social media and its networks can also be used to fashion a society’s self-image and lifestyles.
The computer as a research and communications tool has generated a new press age that enables any one or group to deliver fashion styling commentary and advice that sounds editorial. But as we are now experiencing, the wall between advertising and promotion and editorial has all but been entirely torn down. The strained economics of publishing have forced the collaboration between the formerly exclusive areas of editorial and advertising.
We’re seeing the decline and possibly the end to print and other traditional media that has resulted in a move from advice provided by fashion designers, fashion press, and celebrity style setters – to online interactive sources and opinionators. The top down fashion direction, “High Style,” has turned upside down and has the consumer in control of their “My Style”.
Marshall McLuhan’s Nostradamus-like presage was predictive and is newly relevant to a “collective identity,” which he called “the global village.” The Internet is not only a tool but moreover a force that is changing our culture.
We agree and feel that fashion media and communications worldwide are part of this new “PressAge.”
Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.