Eva Chen On How Instagram Is Changing Fashion


Changing industry standards

In ushering in this new age of transparency, Instagram has, in many ways, transformed the industry’s longstanding practices as well. This season, Chen praises the feeling of inclusivity that she witnessed during fashion month.

“When I see designers putting models whether they’re curvier or differently-abled, or using ‘unconventional’ beauties, I think the amazing thing about Instagram is that the community of 800 million strong says, ‘Why should there be a definition of conventional?’ Unconventional in one market can and should be conventional in another,” she continued. “I think that global sense of beauty is very much attributed to Instagram.”

How to succeed on Instagram

Consequently, in democratising fashion, Instagram has rendered the battleground much more competitive. Now that everyone has a voice, how can you make sure yours gets heard? “Know your audience,” Chen said, listing such Instagrammable examples as the LVMH Prize finalist Molly Goddard, whose carefree models danced and skipped down the runway, or fellow Londoner Ashish, known for the vibrant energy at his shows.

Of course, armies of top models and majestic stages are perennial favourites amongst the Instagram community, but as Topshop, London Fashion Week’s best performing brand, exemplifies, “a lot of the images that did well showed people behind the scenes,” Chen revealed. “A lot of it had to do with the fact that they posted a lot of Instagram Stories, and this great behind-the-scenes narrative they employed,” she continued. “You don’t need a cliff. Indoor waterfalls are magnificent if you have that kind of budget. But not everyone needs that.”

This post is an excerpt taken from the original article featured on Vogue UK, read the extended version here.