- Laura McBurney
We live in age where everything has gone digital, where bloggers and vloggers are now the major influencers, securing front row seats at all major shows and invites to the most exclusive fashion events, they’re very firmly at the top of a every brands PR list. Their desirability is generated as we dive further and further into this new digital era, the relationship between fashion and entertainment is very much intertwined look at the likes of Kayne West who has very much closed the gap between his music and fashion, as the two have become one entity that co- exist as part of his brand identity
This digital age is redefining what’s ‘cool’ and how it reaches its audience, the rise in fashion heavyweights from Asia is a testament to this digital domino effect. There’s something about these stars, that despite in their respected territories are noted individuals through their entertainment crafts, however, they’re making waves as global heavy fashion muses, generated through their social sphere of influence.
a fashion force to be reckoned with.
‘Kate Middleton effect’
These stars aren’t just attending fashion events and joining elite circles, they’re fronting their own campaigns – such as Chinese singer and actress Li Yuchum (also know as Chris Lee), for Givenchy in which social media exploded. This enabled Givenchy to reach online activity they had never seen before.
In an era where style icons are normally internationally renowned celebrities rather than unknown influences, it is very much a testament to how times are changing. Lee, famed for her androgynous style and minimal makeup with cropped pixie style hair, has become a sort of muse within the fashion industry. In Asia, anything she wears sells out almost immediately, to a degree that would be similar with the ‘Kate Middleton effect’ in Britain.
However, using entertainment stars within the fashion world for quickly transforming them from celebrities into fashion muses isn’t a new concept, its the fact that these stars own style and influences are very much rooted in Asia, and it is perhaps that which appeals to a western audience. They’re changing what we define as fashion and what sells, building them into a brand in their own right, through their dominating digital presence.