Once upon a time, fashion inspiration was gleaned from two main sources. First, there were glossy magazines, in which high-end designer clothes were presented in highly stylised, fantasy-inducing settings: gorgeous, for sure, but often not immediately transferable into the ‘real world’.
On the flipside was the real world itself. From the girl on the bus whose hairstyle we made a mental note to try and replicate to the colleague whose bright outfits motivated us to try colour-blocking, the women around us have long provided styling ideas for us to ‘borrow’.
But now, of course, there’s a third way to find inspiration for our next look. Social media sits somewhere in between fantasy and real life, providing fertile ground for the spread of fashion trends – and a strong online following is now a vital form of advertising for brands.
Marketing platform Insightpool conducted a survey to find out just which labels have mastered the social media game, looking at various criteria including audience engagement, tags by fashion influencers, and the percentage of conversations about fashion and related keywords on Instagram and Twitter.
Scroll through to see the full list.
Main image: Rex Features
The US lingerie brand’s social media popularity is partly due to the buzz surrounding its annual fashion show. But VS’s online presence is also cannily targeted at digital natives (younger millennials and Gen Z), with feeds full of photos of young women in glitter eyeshadow and Coachella-inspired clothes.
In third place is American designer Christian Siriano, who has a relatively small combined following of 645,000. The Project Runway winner’s high place in the rankings could be explained by the fact that Michelle Obama wore two of his dresses to high-profile events last summer – one being the Democratic National Convention.
Siriano also provided Orange is the New Black star Samira Wiley and writer Lauren Morelli with their wedding outfits in March.