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Have you ever dreamt of sitting in the front row of a fashion show, collecting significant activities, and writing all about it for the world? That’s fashion journalism!
The fashion market is expected to grow with an annual CAGR of 7.56% from 2024 to 2028, reaching a market volume of USD 999.50 billion. From the opportunity to work as a designer to report every fashion event, this industry is much more than the glitz and glam. One of the most exciting domains in the fashion industry is Fashion Journalism.
It’s fast-paced and exciting, always keeping you on your toes to cover all the thick and thin of the industry. However, with the term journalism comes associated myths on its scope, ways to get into the industry, and common setbacks. Let’s take up each myth and know the reality of fashion communication.
Do you ever wonder who defines fashion trends? Who publishes about fashion events, reveals the latest styles, and tells the world what’s next in the fashion industry? That’s the role of a fashion journalist.
Fashion journalism refers to writing, publishing, and communicating about the fashion industry. The world has been wearing clothes and defining fashion for ages, and when there’s fashion, there’s a trend. However, the means of expressing trends have always been different. Let’s understand the evolution of the means of fashion communication through the years.
Means of Journalism
Early 20th Century
Publishing of fashion plates in newspapers and magazines.
TV shows and an increased influence of magazines.
TV Fashion shows and celebrity-driven journalism.
Late 20th Century
Online blogs and magazines.
Fashion blogging and social media platforms.
Multimedia platforms, from virtual fashion shows and YouTube to podcasts.
The fashion industry and its journalism both rely on each other. While the sector defines trends, journalism brings it out to the public. And as the journalists offer predictions, the designers take cues and shape their designs. The continual reciprocation of fashion design and journalism leads to an evolution of trends.
In this internet-driven era, fashion journalism has emerged as a way to influence consumers’ buying decisions. The better the branding, the more a product gets sold. Fashion journalism platforms are one of the most significant sources for promoting a fashion brand, its ideology, fabrics, and defined styles.
Through these means of fashion communication, consumers derive at the confluence of their personal style, market trends, and societal influences. A few of the top fashion publications doing the job are:
Is a song ever just about the lyrics or instruments? No, right? Similarly, in the fashion industry, it’s never just about showcasing the aesthetics.
Rather, fashion journalism explores the current demand, sustainable paths, cultural influences, social issues, and style trends. From closely recording a designer’s fashion portfolio to discussing trends' impact on society, it’s a responsible job that delves deep into every minute detail.
When it comes to fashion industry careers, there are a plethora of options with great scope. Fashion journalism opens doors to opportunities like fashion critics, photographers, trend forecasters, fashion PR, reporters, etc.
In this competitive fashion industry, giving voice to your style is critical. Thus, there’s a growing demand for skilled fashion communicators, writers, photographers, and influencers to promote creative styles.
Just because you weren’t born in France doesn’t mean you can’t ever master French, right? Similarly, a fashion journalist doesn’t necessarily need to be from a fashion background to get a handle on communication.
The role of a fashion journalist is more about storytelling and effectively communicating the idea. All you need is strong communication skills, an eye for detail, and a passion to voice your opinions.
In creative industries like fashion and design, communication is critical. It helps narrate the intent and tale behind a design. Fashion communication refers to giving voice to the brands to communicate their ideas to the target audience skillfully.
The Role of Fashion Communication
On a global level, the fashion industry is expecting a top-line growth of 2 to 4% by 2024, with country-level and regional variations. With booming brands and a competitive edge in the fashion industry, establishing a unique identity becomes critical. This is where fashion journalists and communication professionals join hands to deliver the message.
The fashion journalists narrate the trends to set a platform, and communication professionals ideate how to present the brand’s style. One such successful example of branding is Chanel’s digital strategy. The brand stepped into the digital landscape, where journalists covered behind the scenes for better engagement, and communication professionals shaped the strategy for a digital identity.
Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.
- Coco Chanel
Imagine the early 2000s when the internet was not very popular. The fashion news and trends came to us through fashion magazines, newspapers, and TV shows. However, as the internet paced up into advancements, our lifestyles changed. Today, rather than flipping through magazines, we prefer Googling the trend or asking ChatGPT. With every minute information available online, fashion journalism has undergone a massive transition.
It is more about crafting digital editorials, virtual fashion shows, and online content. In this modern world, where not a day goes by without scrolling through social media, did you know it’s reshaping journalism in fashion, too? Here’s how:
An eye for fashion, the skills for writing, and the capability to capture interest are all you need for fashion journalism. In this competitive industry, you must have specialised education in fashion communication to stand out.
After passing 10+2, you can enrol in a bachelor’s course in fashion communication. The graduates in the fashion industry can take up the course for the master’s or doctoral level. Apart from the education in fashion journalism, you must possess these three crucial skills:
1. Writing and Editing
You must be able to write crisp yet compelling stories. Never shy away from giving words to your opinions. While you master the art of writing, ensure to strengthen your editing skills for refined and error-free content.
2. Visual Storytelling
While a few of us are good with words, the rest are experts at visual communication. In fashion journalism, both of these storytelling aspects are important. Visuals can present the essence of what words can’t capture.
3. Social Media Engagement
Social media is much more than presenting entertaining reels, memes, or pictures. With expertise in posting and management, one can curate engaging content and reach a wider audience. Modern fashion journalists use this approach to create an impact and achieve the maximum audience.
We’ve all seen trends change every season, right? From bell bottoms to skinny jeans, off-shoulder tops to puffed sleeves, haven’t we all upgraded our wardrobes all over again to stay trendy?
Here are some eye-opening facts:
There is a dire demand to advocate fashion practices. This challenges a fashion journalist to balance their storytelling with a truthful industry representation. It imposes a social responsibility on them to bring a change with their compelling words.
Another major challenge for the industry is the advent of ChatGPT and other AI tools. In this era, where automation is ruling every industry, establishing your authentic self becomes even more critical for sectors like journalism.
While the future is anticipated to be digitally driven, fashion journalists need to change their conventional approach and work with technology. There must be a balance of human touch and tech assistance in fashion communication. A few of the foreseen trends in the industry are
The integration must begin during education for better training in the field. Academics must be updated to involve more virtual reality and advanced tools in design education.
While navigating through changing trends, advancing technologies, and sustainable inclusivity, fashion journalism stays constant. It is an exciting field keeping you rooted in the world of fashion. With an inclination towards style and a desire to voice opinions, step into this vibrant field and witness the changing fashion landscape more closely.
Explore Beyond This Article
- Loved reading this piece about fashion journalism? If you’re an aspiring fashion communication student or an enthusiast, you must read this article on the importance of fashion communication in the fashion industry.
- Looking for career guidance? Here’s a comprehensive list for 10 career options for fashion communication graduates.
- Confused between different fashion career options? Do read this analytical piece about the difference between fashion design and fashion communication.
An Architect turned Writer, Saili has worked as an Architectural Writer, Marketer, & Curator. For the past 3 years, she has collaborated with multimedia publication houses, firms, studios, organisations, luxury brands, & educational inst ...
itutions; both national and international to communicate and market the AEC industry as an Architect in Marketing. She is a commentator on the design industry’s upkeep through her social handles while also being an avid reader and traveller.
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