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Malibu’s fragile natural resources,” according to Vogue Business6. Although Saint Laurent’s parent company Kering7 has been outspoken about moving towards more sustainable standards, the French label clearly hasn’t received the message. Scandalous events like these were among the reasons that pushed Extinction Rebellion, as mentioned previously, to call for a boycott of London Fashion Week. Although Extinction Rebellion as a movement is most active in the UK, it’s caused a stir within the entire industry because of the massive media attention their actions provoke.
INSTAGRAM
One of the biggest game-changers for the industry has been Instagram8. The popular social media platform creates a constant connection between brands and customers and has helped reshape the way brands communicate to potential customers. Designers even create Instagrammable ‘moments’ during their runway shows. And yet, fashion shows and their organisers aren’t disappearing as a consequence of increased social media coverage. In actuality, the reverse is happening, as more cities around the world are staging their own fashion weeks including Shanghai, Seoul, and even Toronto. Many prestigious designer houses have even opted to show full runway extravaganzas for their resort and pre-fall collections as well. Many brands, both large and small, are joining the fashion week cycle because of the prestige and exposure that comes with it.
However, with the rise of the internet and obsession with social media, designers have felt the pressure to provide larger-than-life events for their attendees increasing even further. Instagram is a platform where new and provoking content is expected all the time. Moreover, it is a prerequisite to stay relevant.
6https://www.voguebusiness.com/fashion/saint-laurent-resort-mens-spring-summer-2020-malibu 7https://www.kering.com/en/sustainability/our-strategy/ 8https://i-d.vice.com/en_uk/article/bj9nkz/how-instagram-transformed-the-fashion-industry