Social Media and Fashion 2.0

Someone said to have been the parades of the web. Some say that the web was already a bit ' . Others say that the beauty of the network is yet to come . In fact, whether these have been the parades of the internet and if those just completed can be defined rightfully fashion weeks 2.0 is a difficult undertaking . If the digital dimension of the season of the show is no longer a novelty, however , the edition of this September seems to have established a kind of watershed between a ' before ' - defined as a general, but dispersive , internett activism - and an ' after ' , characterized by a higher organization of fashion brands on the web . What is happening in fashion institutions is indicative : in London, the British Fashion Council is headed by the founder of the e-commerce site Net-a- Porter, while in Milan has just been appointed CEO of the National Chamber of Fashion with an English manager a career in the advertising industry behind and a strong know -how digital .

The most striking example of the gap between an ideal ' before ' and ' after ' comes from Pinterest , the social network based on the idea of being able to create an online catalog of inspirations , consisting of images in the vast majority of cases , shared by users around the world . During the fashion week that the social , literally , ' brings together the interests ' , involves many fashion brands , retailers and designers along with names of journalism and publishing , launching a dedicated channel to follow the catwalks . The project involved all four of the fashion week in London, Milan, New York and Paris , as well as having a dedicated 'board' , a window to emerging talent . It was not , therefore, a spontaneous and physiological evolution of the network , but a real agreement signed for by the various actors of the fashion system . A change of pace certified by a common commitment that , beyond the results we had , gives signals important for the future not only of fashion itself , but of all the mechanisms that fuel growth , from marketing to publishing . The initiative has found support from a large group of maison and newspapers , which before and during the parades have given rise to a kind of 'visual blogging ' in real-time by posting images directly from backstage or from the catwalks . On the page of Milan appear , among others, the names of Moschino , Gucci and Tod's , while on the board of three other cities stand out brands such as Dior , Cartier and Marc Jacobs. Indeed, during the fashion week in Milan , the social network dedicated to sharing photographs has released the first version of the website in Italian, indicating its intention to expand in our country, starting right from the sector for which we are known in the world: fashion. Third social network in the United States and worldwide growth 1.2000000 to 70000000 of users over three years , Pinterest seems to still have some difficulties in Europe and in Italy, where for now struggling to establish itself . To revive the fortunes of our country , the platform has focused heavily on the hub fashionable . However, despite having demonstrated the ability to attract a good number of brands, it is difficult to say that the operation has passed the exam. In fact, it seems is not able to collect adherence really convinced by the users . The enthusiasm , and on the social ' P ' is expressed in terms of ' repin ' ( the equivalent of the ' retweet ' or republish on your wall content of another user ) , does not seem to have achieved remarkable goals . Most of the images published by the brands , bloggers or the warheads does not exceed the fifty ' repin ' . Peanuts , when you consider that the same content receive daily thousands of ' likes ' on other platforms, from Twitter to Facebook to Instagram. One of the weaknesses of the project seems to be the lack of a standard that , at the outset, the participants have made ​​an agreement about how to join the initiative. Often the board have become too similar to réclame pages and the effect has been generated in the chaotic complex . If Kenzo has proposed the best moments of the past editions of the fashion week, Marras has posted images of the behind the scenes. Benetton has chosen to give space to the current collection for autumn- winter 2013 and a Dior preferred to capture every single look of the shows . For its part, the publishing industry has decided to participate in giving relief, each tested on their own, the best fashion show . It will be on the ability to modify the virtual reality that will be played , in all probability , the most intriguing challenges of the future .

The air that is breathed in Milan fashion week last week was that of the ' new course ' . An air advocated by Mayor Giuliano Pisapia and the president of the National Chamber of Italian Fashion Mario Boselli, and confirmed by several voices in the international press and foreign , including Anna Wintour . During the week, rebounded the voices of the new CEO, later confirmed at the end of September at the helm of the CNMI , next to Boselli, was named Jane Reeve, English, but in Italy for 25 years. The manager , a former number one advertising agency J. Walter Thompson Italy , in his career he has always proved to believe and focus on new media . Therefore , his arrival is in line with the positioning on the network and with openness to sharing and interaction with the public by the association of fashion flag. The new course will wait for the settlement of Reeve , scheduled for Christmas, and will have a budget of more than € 4.5 million . It will be on the ability to modify the virtual reality that will be played , in all probability , the most intriguing challenges of the future .