At the turn of the millennium fashion and social platforms were nascent, with blogs and early streaming experiments preceding mainstream social media. Bloggers and YouTube creators began shaping beauty and style recommendations in the 2000s, and brands started using platforms to connect directly with consumers. Instagram's visual format in the early 2010s accelerated real-time audience sharing and broadened runway visibility. Brands adopted social channels as vital marketing tools to meet customers where they are, cultivate communities, and leverage influencer-driven recommendations to amplify product exposure and consumer relationships.
As soon as social media started bubbling up in the early 2000s - think MySpace, Facebook, Twitter, YouTube - I saw it as this amazing new way to continue building our community. While it wasn't part of the OG blueprint, it quickly became one of our most powerful marketing tools - it's about meeting our customers where they are and building meaningful relationships.
Shows had been on the internet before there was social media. Victoria's Secret put one of its shows on Broadcast.com in 1999. D&G streamed shows from 2004 onwards. Alexander McQueen streamed his first show in 2009 with ShowStudio,
The difference with social media was that it allowed the audience to present their take and imagery from the shows in real time, and that really widened the aperture.
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