2nd Year – Fashion Culture and Society – The Future of Celebrity in Fashion Promotion

Advancing on from my Trend Forecasting and Narratives project, this more academic and research-based Fashion Culture and Society project, was again an opportunity to develop on my written work, and to push forward my project management skills, and my understanding of contemporary business and marketing techniques and trends within the Fashion Industry.  This essay and portfolio of research discussed the future of celebrities in Fashion Promotion, by first analysing what the practise of Celebrity Promotion for product service industry is needed for and how it differs between different fashion brands. In a modern world today where digital technology is at a cutting edge, and the upcoming Alpha Generation are being brought up in an ever technologically advancing world, where the line between a traditional celebrity and influencer is blurry due to these modernisations to traditional media and marketing, why this has happened, and the effect of this, was questioned throughout the piece. Starting from the 1950’s, when celebrity influence was first recognised and polarized by brands, then moving to the 1990’s, where controversial marketing and sexualisation was at the forefront of many Fashion Brands, before finishing on present day developments, the project reflected upon how celebrity fashion promotion has developed over the years. It focused on iconic campaigns and controversies, and how today, the face of promotion is changing due to the growth of the influencer platform, versus the celebrity. The project concluded by questioning where the future is heading in terms of celebrities and influencers promoting fashion brands.

​

As an aspiring Journalist ready to enter the Fashion Industry offering a contemporary communication service for brands, learning about the importance of significant branding and success enhancing marketing  and promotion strategies, including use of celebrity and influencer marketing, in order to help them sell a product, has been highly beneficial in my pathway to third year and my final major project, as I realised the important of these platforms, and the use of having an influential voice to be heard, and networking. In addition, my writing, and primary researching skills were pushed during this project, as well as my understanding of different fashion eras, historical campaigns, influential people, and wider cultural and societal movements, many of which have been developed forward and underpin and act as a subconscious undercurrent for my brand me work and final major project work.