Fashion in the Instagram era, or rather how Instagram has become the perfect new communication tool. Kevin Systrom, the co-founder and President of Instagram, made his presence felt at the last Paris Fashion Week, and has just won the Media Award at the CFDA, the equivalent of the Oscars of fashion. Systrom is well aware that many fashion influencers now swear by Instagram, from Kim Kardashian – with almost 35 million followers – to highly-followed bloggers with millions of followers, including Chiara Ferragni at number 1 with 3.8 million followers, closely followed by supermodels revealing their dream lives every second….(Interview) The major fashion houses and brands, whose campaigns have always been based on powerful images, have also been quick to embrace this new network, posting backstage shots, collection previews and shots with the stars as teasers…. As for the big designers, they seem to be becoming – at last! The latest to sign up, Marc Jacobs, reached 50,00 subscribers on the very first day, while Balmain’s Olivier Rousteing never stops posing. What appeals most to desginers and followers alike: proximity, direct contact and the confidential & personal aspect (Interviews).
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