Social media in fashion: trends, brands and the industry

When social media first emerged, no one could have foreseen the immense impact it would have on so many facets of society, globally. From what was originally a humble means of communication, we now live in a world where social media is a multi billion dollar behemoth, and social media users can build an entire career solely from their online behaviour. 

In this article, we’ll cover: 

• Social media for the fashion industry.
• Direct to consumer marketing.
• Fashion evolution due to data and accountability.
• How to use social media as a fashion designer
• Our fashion design courses

Social media for the fashion industry

Social media has become so accessible, anyone can create an account and start posting and sharing their content. The democratisation of fashion means the industry has shifted from a closed arena run by designers and fashion houses to an open market for budding fashionistas worldwide. This shift has allowed for a more diverse and inclusive sphere where non-models are influencing trends and street styles and previously unknown designers are making a name for themselves online. While this is a wider, more unrestricted space, it is also an enormous challenge to stand out. 

One great benefit of social media for existing designers is access to real-time feedback and participation. When, for example, a designer releases a new collection on the runway, they can choose to live stream the show which allows their marketers to quickly gauge public reactions and modify their designs or indeed their message where necessary. They can also receive instant reviews from guests and viewers which offers an opportunity to spread potentially positive feedback to the greater public.

What is direct to consumer marketing? 

Direct-to-consumer marketing explains how brands can now skip traditional retail channels and engage with consumers directly. Instagram's shoppable posts or Facebook's marketplace brings the shopping experience to consumers' devices with little or no effort from the consumer. Even selecting clothing online is effortless with the arrival of virtual fitting rooms and augmented reality. This allows consumers to digitally 'try on' clothing, completely transforming online purchasing experiences.

Fashion evolution through data and accountability

These days, social media comes with a multitude of data-analysis opportunities. Whether that is directly through the platform themselves, or through third-party software, brands can now make data-driven decisions. This includes post performance (likes, shares, comments, reach) as well as website performance (clicks, impressions, ad performance) and more. This information equips brands with insights into consumer preferences and the subsequent prediction of trends. This results in more targeted and effective marketing campaigns.

All of this direct contact and communication also invites scrutiny and while this may be something previously feared by most corporations, it has in fact led to heightened awareness of sustainable techniques and ethical production. The eyes of the world are on big brands and people are now holding them accountable and pushing them to make more ecologically friendly and socially conscientious decisions.

The immediacy and subsequent super-sonic pace of social media has had a knock on effect on fashion trends where they are no longer governed by seasons and can arrive when least expected. This keeps designers on their toes with added pressure to keep up to date but also to innovate. The flip side? Fashion is a more accurate reflection of people and society at large making it fresher and more exciting than ever before.

The global community created by social media has also exposed designers to different cultures and approaches to fashion that they may not have otherwise discovered. This has resulted in a more rich and diverse fashion landscape with greater access and connectivity. 

How to use social media as a fashion designer

Emerging designers can use social media as a digital portfolio to generate awareness, established names can diversify their engagement and revenue streams. In essence, for fashion designers navigating today's interconnected world, a strategic social media presence is paramount to achieving sustained success and relevance.

Fashion design courses

If you are interested in making a name for yourself in the world of fashion, take a look at our fashion design courses where you will find a variety of options catering for all levels of experience and competence.

Fashion Design Introductory Course

In this course, you'll learn how to develop design ideas, create mood boards, and bring your inspirations to life through basic drawing and simple pattern-cutting techniques. Along the way, you'll explore fashion history, trends, and how clothing can express identity and mood.

Fashion Design Intermediate Course

In this course, you are introduced to construction techniques, intermediate pattern work, and the principles of design cohesion across collections. You'll also look at style lines, fit, and finishing details—essential for taking your ideas from concept to physical form. This course encourages a more personal and expressive approach to fashion, giving you the tools to develop your own aesthetic and create wearable pieces that reflect your vision.

Fashion Design Advanced Course

In this course, you'll engage in advanced design challenges, refine your technical skills in garment construction and finishing, and explore the use of textiles, embellishment, and detailing to elevate your designs. The course also looks at theme development, storytelling through fashion, and the presentation of your work.

AS Degree in Fashion Design 

In this degree, students interested in fashion design are equipped with the professional and creative skills necessary to meet the needs of the fashion design industry. By taking part in this program, you will cover many aspects of fashion, from design history and researching future trends to illustration and pattern drafting as well as developing designs for your own collections.
 

Become a professional Fashion Designer at the Institute of Creative Design

Social media has transformed fashion from an exclusive, designer-led space into a global, participatory stage where creativity, accountability, and innovation thrive side by side. For both emerging and established designers, it is no longer optional but essential to understand how to harness these platforms, whether that's building a personal brand, reaching consumers directly, or staying responsive to the fast-paced demands of modern style. 

As fashion continues to evolve in step with digital culture, those who learn to merge artistry with strategy will be best positioned to stand out and shape the industry's future.

If you are interested in designing your own clothes or becoming a professional Fashion Designer, have a look at our industry-accredited courses.

FAQs

What social media is best for fashion?

The best social media for fashion depends a lot on the specific details, but generally speaking, Instagram is a good platform because it values visuals and has a large fashion community. 

How does social media impact fashion?

Social media impacts fashion by allowing trends to rapidly spread, give brands direct access to a global audience and enables instant feedback on new styles.

How has the internet changed fashion?

The internet has changed fashion by making it more accessible. It’s brought online shopping into the world and connected specialist and unique designers with a global audience. Generally, it has offered a more interactive, customer-driven brand experience.