We all know that pop culture (music, celebrities, trends, film etc.) have a huge impact on fashion and how good it sells. This includes (vintage) designer items. Think of influencers receiving PR from companies. They have to show this on one or more of their social media platforms. This way people get influenced and buy from that company. This is just one. example of how pop culture influences fashion. In this blog you will read all about in debt examples of this.
How Pop Culture saved the Birkin
A prime example of how big of an influence pop culture has on designer is one of Hermes’s most iconic bags, the Birkin bag. Launched in 1984, the Birkin bag was named after model, actress and singer Jane Birkin, after a chance encounter between her and then creative director of Hermes, Jean-Louis Damas. She was known for carrying a wicker basket as a purse with all the contents spilling out. This way she became the muse for the Birkin. Chanel flap bags dominated at the time of release, which made that the Birkin did not get a lot of attention at all. It wasn’t until the early 2000’s, in the ‘it-bag era’ that the Birkin grew. A segment in Sex and the City in 2001, made sales of the Birkin grow fast. In this example you see that Pop culture established and boosted the iconic Birkin bag.
Photo: pinterest.com
Film and Fashion
Paired with social media (influencers), it’s safe to say that film and movie stars are the biggest influences on fashion and vintage designer today. Because of the visual aspect, people can see beautiful clothes and designer bags on their favourite actor and want to have it themselves. We know we used Sex and the City as an example already, but it’s a great one because it is a very trendy show again. The show aired from 1998 until 2004, making all designer items seen in it vintage. So if a fan of the show sees iconic Carrie Bradshaw with a Fendi Baguette bag, they’ll obviously want it.
Photo: pinterest.com
Other examples are old Hollywood film legends, Marilyn Monroe and Audrey Hepburn. Think of Audrey’s little black dress in ‘Breakfast at Tiffany’s’ and Marilyn’s white dress in ‘The Seven Year Itch’. Both the icons and the clothing are timeless. A lot of influencers and celebrities still do campaigns and huge outings dressed as them. Take Kim Kardashian, who wore Marilyn Monroe’s dress to the met gala in 2022. People get reminded of them, and their (vintage) clothes.
Photo: pinterest.com
Pop culture is key for marketing
Social media, influencers and celebrities are a huge part of pop culture in this time and age. It is known that if a brand has a big influencer review their items, it will give their sales and interest in their brand a huge boost. For example, when Kylie Jenner revealed one of her favourite blushes was the Dior Backstage Rosie Glow Blush, it was sold out in minutes. This works the same for almost everything. If a trendy influencer or celebrity wears a vintage Louis Vuitton bag, it will become many people’s new most wanted item. That is why pop culture is so important for the marketing of a brand. It just might be the one thing they need to become wildly successful.
Photo: pinterest.com
So to conclude today’s blog, it is safe to say that pop culture does and has played an enormous role in the marketing of brands and trends.
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Lots of love,
Leah
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