Following on from our previous post Feel Good Fashion
Generally speaking, we have seen four types of content from the fashion industry to accompany Instagram’s #StayHome tag:
The live-streaming of DJs, singers and musicians at home has been one of the most widely used features across fashion brands, filling a void where social gatherings, festivals and club nights used to be. The choice of genre and star has been carefully considered to be in keeping with brand image and target audience, and on the whole the tracks have been up-beat showing a real sensitivity to public mood and the power of music to change it.
Alexander McQueen has created a brand new Spotify channel inspired by its runway shows, offering a soothing and atmospheric soundtrack to staying at home, and Chanel has a similar offering over on Apple Music. French brand Kenzo has snagged ‘Finders Keepers’ star Mabel among others to curate their weekly playlist, but for live performances has gone with a few more alternative choices including Kazy Lambist and celebrity stylist-come-DJ Matthew Mazur (aka DJ Mazurbate). Karl Lagerfeld live sessions have similarly featured several DJs with modest Instagram followings but with significant influence within their industry, and this week Gucci shared some candid home-videos with a selection of talented albeit quirky singers covering high-culture classics including Gino Paoli’s Il cielo in una stanza. True to form, high fashion has kept its air of exclusivity since you have to be ‘in the know’ to recognise the acclaim here. Boohoo’s Big Weekender line-up also involved musicians and DJs with a smaller fan base, who were almost exclusively female and tended to display a more colourful, playful aesthetic online than their haute-couture equivalents.