Are We Living in a Clickbait Fashion Era?
We first came across this expression from a recent article in The Guardian that explores the crazy, extreme fashion that spreads like wildfire throughout the internet.
Clickbait is a word that carries a bit of a negative connotation. It usually revolves around getting someone to click on a link that is often misleading or provocative. As Urban Dictionary puts it “will inevitably cause disappointment”.
So how does this relate to fashion?
Ecommerce is a booming business. It is estimated that this year alone Canadians will spend around $39 billion shopping online. The majority of consumers buying apparel online are between the ages of 16 to 34.
In recent years a large number of online only retailers have emerged, targeting that specific demographic. UK brands ASOS and Boohoo are prime examples, and they even ship worldwide. Since they have no brick-and-mortar stores to run, they're crushing their similar fast fashion rivals like H&M and Zara. People want their fashion, and they want it fast.
Something else these retailers have in common is that they make some attention grabbing clothes. Here’s an example from ASOS:
Topshop, who are known to experiment with apparel, grabbed attention when they released their PVC plastic pants. According to Topshop they loved the debate the pants sparked in the press and social media.
The Internet Has Spoken
We all know that the Internet can be a cruel place, brands know this just as well. If you’re going to put something out there, prepare to be subjected to criticism, or just some good old fashion (unintended pun) entertaining commentary.
It wouldn’t be true to Internet culture if memes weren’t involved. Someone out there created an Instagram account dedicated to the interesting finds on ASOS. (Warning, NSFW). Our question is - to what lengths did this person go to find these?
This YouTube creator regularly reviews clickbait fashion on her channel, including the beloved see-through pants and long armed jean jacket.
Fashion is Subjective
Fashion is subjective. What one person enjoys another person may not. The thing with clickbait fashion is, whether you love it or hate it, you’re still giving attention to the product and brand. In this case, any publicity is good publicity.
High fashion has been turning heads for years. Designers like Vivienne Westwood and Balenciaga have always taken risks with their design, their style is very maximal. Vetements is a newer label, but mimic the style of bold, extreme, exaggerated.
High fashion has never been made for the “average” consumer. We are living in the era where a pair of pants could be trending on the Internet for not looking like the kind of pants we wear on a regular basis. So, maybe we were never meant to truly understand it.
That is why clickbait fashion is here to stay.
At least until the internet finds something else to talk about.
RxS is a platform that shares stories of innovation and creation. Powered by the humans of Rightsleeve, a promotional products agency.