Snapchat has shown no signs of regressing in popularity with the Desigual fashion show at this year's New York Fashion Week being inspired by the filters the app offers.
NYFW is often known for its upscale luxury fashions and its disregard for what is popular or accessible among the masses, but the Spanish fashion brand Desigual decided to take a slightly different approach. While still revealing expensive clothing, the brand chose to give its models makeup and accessories that are very familiar to most people, as they were inspired by Snapchat filters. The models' looks were taken from some of the more popular filters, including the puppy, the flower crown, the deer and the one that features golden butterflies.
By referencing a pop-culture phenomenon in a highbrow setting, Desigual manages to set itself apart from competitors while relating to a young demographic of social media users.
What's Driving This Trend
- Snapchat-inspired Fashion
- By incorporating Snapchat filters into fashion, brands can engage with a younger demographic while standing out from competitors.
- Pop-culture Influenced Design
- Using popular culture references in fashion shows allows brands to connect with consumers on a relatable level, sparking interest and engagement.
- High-low Collaboration
- Blending highbrow fashion with accessible pop-culture elements creates a unique and disruptive approach to attract a wider audience.
Who This Affects Most
- Fashion
- Fashion brands can embrace Snapchat-inspired designs to captivate younger consumers and create a buzz surrounding their collections.
- Social Media
- The intersection of fashion and Snapchat presents opportunities for social media platforms to collaborate with fashion brands, creating innovative marketing campaigns.
- Beauty
- Beauty industry players can leverage the popularity of Snapchat filters by incorporating similar elements into their product lines, appealing to tech-savvy consumers.
