The most important fashion medias today?

This was my response for the short essay I had to submit for my application to London College of Fashion to study BA (Hons) Fashion Journalism and Content Creation:

“What do you think are the most important fashion media today and why?”

(500 word written piece)

In order to answer, I would have to first ask myself; What is considered media? The Macmillan dictionary describes it as “any form of communication that delivers information”. Media is covered through the umbrella terms broadcast, print and most recently, the internet. If I were to answer this question, I’d paint the media as a means of connection, from the people who make the decisions, to those who abide by them. The term fashion media, ambiguous as it is, accounts for everything from magazines to podcasts. In order for one of these forms to be considered the most important fashion media today, it would have to meet what I call the ‘RRRR' requirements. Primarily, it would need to REACH a majority. Therefore, it would have a level of influence to be appealing to the masses, while economical, to be accessible to most if not all. Furthermore, given the nature of our progressive society, aiming for an inclusive environment which encapsulates diversity on all levels, the predominant form of fashion media would have to REPRESENT individuals, as well as communities. The remaining prerequisite is that the chosen media would have to be RESOURCEFUL; consumers would need to benefit from its creativity, innovativeness and most importantly, its ability to adapt to remain RELEVANT. Therefore, I’d say that social media and fashion articles are the most important fashion media today as they fulfil every part of my listed criteria.

Magazine articles have long since been a source of reference for current trends and hot topics within, as well as outside of the realm of fashion. However, with the rise of the digital world, many have succeeded in utilising social media to promote rather than replace traditional articles. Before, fashion articles were mainly aimed at those with an interest in fashion, but platforms such as Instagram allow a direct link to the article from an image, with a short caption that hints at the topic of the text while inviting readers to read on. In this way, it reaches a wider majority of people, seeing as one can read an article from the touch of a button, instead of having to purchase a whole magazine. Moreover, a way to invite a wider audience is done through images on social media platforms that individuals can relate to. From my own experience, I was intrigued by a post in the Allure magazine feed which featured what they called afro “cloud” hair. Before reading the full article, I felt included in a world of fashion and beauty, that was stereotypically reserved for the traditional white model. When I read the article, it started a conversation of how publications could and should promote diversity of race, culture, size and age.

*Screenshot from Allure Magazine Instagram page*

From my own experience, I was intrigued by a post in the Allure magazine feed which featured what they called afro “cloud” hair. Before reading the full article, I felt included in a world of fashion and beauty, that was stereotypically reserved for the traditional white model. When I read the article, it started a conversation of how publications could and should promote diversity of race, culture, size and age.

For these reasons, it can be concluded that social media and articles working cohesively are the most important fashion media today because of their ability to have timeless and accessible impact on a wide audience.