The popularity of fashion magazines such as Vogue, Elle and Marie Claire has always come down to their exciting showcase of the latest designers, with catwalks from the likes of Stella McCartney, Christopher Kane and Chanel and extensive coverage of Fashion Weeks around the world. This type of style, regularly fashioned by the most popular celebrities, has come to be seen as somewhat ‘desirable’ to us mere mortals who may enjoy lusting over the fashion pages and dreaming of purchasing the latest designer label yet may never be able to do so.
The growing following of ‘street style’ is a new and exciting way in making fashion desirable, but also attainable– ‘if these girls on the street can look this good then so can I’.
The ever popular interest in ‘street style’ – where you, the reader, are taught how to ‘get the look’ of real people on the street wearing the latest designer and high street labels, has been largely helped by the ever growing interest and following of social media. People (and celebrities) are now able to show off what they are wearing in day to day life through channels such as twitter, pinterest and Instagram with the hashtag #streetstyle becoming one of the most recognised and used terms.
Celebrities showcasing their day to day looks give us an insight into their lives, making their lifestyles seem more attainable to us – and also a great way for fashion PRs, especially for high street brands, to showcase the latest ranges. A great example of this is Millie Mackintosh and her Style Diary blog, which features both designer and high street brands in daily pictures of her outfits.
‘Street Style’ also gives fashion PRs the opportunity to promote their brands by collaborating with fashion magazines. New Look, for example, had a fantastic ongoing advertorial campaign in LOOK magazine , in which real girls on the street were photographed wearing New Look’s clothes. The girls in the piece would talk about their style and what they were wearing. This gives the brand immediate accessibility and desirability.
Company magazine is a great example of a publication that has really embraced the concept of ‘street style’. Company’s magazine and social media channels are saturated with ‘street style’ ideas and ‘street’ fashion – focussing more on ‘real life’ girls and bloggers than celebrities. Even their editorial pages are shot in a ‘street style’ way. The magazine’s ‘as worn by Company girl’ section, for example, showcases 3 “real life” young women wearing the latest high street trends. A short blurb about the girls is also included in the piece making readers identify with them and make their looks even more attainable and easy to put together. Fashion PRs can work together with journalists to put together these looks, perhaps even using their own social media channels to show themselves wearing the brands.
The future of ‘street style’ and its growing prominence in fashion magazines is evidently huge. Fashion and beauty PRs for brands such as Topshop, New Look and Nicky Clarke are now also embracing this as much as possible putting together campaigns that appeal to the everyday customer, allowing their brands to grow with the trend.
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