What is the role of media
and film in influencing
By Samantha, Kristin, Binqian Shi, Chloe and Nicola
The 20th century was when mass media was
first defined and classified. Mass media
includes media from all 3 major platforms,
Broadcast, print and E-media. All of these
platforms take a specific role in influencing
fashion. They do this by using celebrities and
big public figures to encourage trends through
music videos, movies and articles.
One memorable fashion influence from the
media is the mods and rockers. The mods
and rockers were two ‘cultural clashes’ from
the 60s. Both groups were ‘easily identified by
their distinctive fashion’. The mods wore Fred
Perry and Ben Sherman designer suits and a
Parka jacket over the top. they listened to a
mix of ska and Motown music; while the
Rockers wore leather jackets and jeans and
were devoted to American Rock ’n’ Roll such
as Elvis. These two movements of fashion
were ‘short-lived’. There were violent clashes
between the two gangs and the media seized
these on and used ‘moralists to exemplify the
outrages liberties’ that these British youths
enjoyed. These scraps and fights happened
on the Bournemouth seafront. ‘The violence
described in the newspaper article was later
made into the 1979 film Quadrophenia.’
1. Keogh, R.
HOW IS THIS MORAL PANIC AN
INFLUENCE ON FASHION?
If it was not for the media
Figure 2- Medley, K. 2011.
Here you can see an image of an article from the 2011 September issue
creating the moral panic and
the music magazines following
and encouraging the gangs,
then their fashion would not
have been as highlighted and
it would not be remembered
as an important statement in
the fashion world. And we
would definitely not have
Parka and leather biker
jackets in fashion every
“Film lets the designers imagination run riot in a way
fashion, because of its commercial constraints, does
not.” Remarked by Jean Paul Gaultier, (p.337)
“Mass media has allowed for wide dissemination of
the fashion information and opportunities for the
stimulation of more homogeneous public information.
The fashion magazine and the Hollywood film brought
fashionable models to a hugely expanded audience
from the 1920’s onwards. Examples of fashionable
dress were often made available through the
expansion of chain stores and mail-order companies.”
So, how has film influenced
Well, if we take a look at The Great Gatsby…
All of the styling in the film was done by Tiffany & Co. and Prada. Alexander McQueen
also got their designs on the big screen.
The Great Gatsby brought the era back to life and back into our wardrobes.
Retailers such as Miss Selfridge, Topshop, River Island and H&M produced lines strictly
based on the film.
Figure 4 - Reveal.co.uk,
Figure 5- Reveal.co.uk, Available:
THE IMPACT OF SOCIAL MEDIA ON
Everyday, without a doubt, everyone one of us check at least 1 social media, whether it be, Facebook,
Twitter, Instagram, Pinterest, Blogger or Tumblr, we all do it. And by doing so we are letting ourselves be
a subject of media. We are allowing media to, subconsciously, put ideas into our head, to make us think
a certain way. We are all a victims of social media.
Figure 6- XLN Business blog, 2013. http://www.xlntelecom.co.uk/business/guides/5-reasons-whyyour-business-needs-social-media/
This influences fashion how?
- Social media has affected how clothes
are advertised and highlight buying
online. This has changed the way people
shop for example, trying to find cheaper
alternatives. This means more people
may be inclined to shop at Primark so the
cost of clothes makes it acceptable to
change a wardrobe more often to keep up
to date with latest fashions (Wright M,
- Websites like Tumblr have made it easier for people to
show off different types of styles, which creates attention
and encourages people to copy that niche (Wright M, 2009,
Figure 7. Barkah, K. 2013,
Bloggers have become extremely important when influencing fashion, especially in the past few years.
Figure 8. Valentine, A. amyvalentinexo.blogspot.co.uk
Colleen Sherin, Saks Fifth Avenue fashion market director
"We do pay attention to it ... It's important to be aware
of what they are blogging about and what's inspiring
them, some of the things we might have been seeing
on the street are perhaps now brought to us by the
Internet” Nicholas, M. (2010).
Colleen Sherin could not have been more right. Trends
are seen online first, then taken to the streets. For
example, the Tartan scarf was first promoted online
through fashion bloggers 3 years ago and now look at the
tartan trend, it is bigger than it has been since the Punks
Fashion magazines, in my opinion, has the biggest influence on fashion. Every
fashion enthusiast cares what magazines such as Elle and Vouge have to say. These
magazine promote designers and what they think is going to be a hit trend, they are
never wrong, why? Because, us fashion lovers read them religiously and believe
everything they say.
As you can see from the images, magazines use young, pretty and perfect celebrities
to help sell and encourage their fashion views.
Celebrities have a strong impact over what is fashionable and what is not by glossy
magazines showing ‘what’s hot’ and ‘what’s not’-(Wright M, 2009, Online).
Advertisers also use
celebrities to endorse
their products. As a
viewer we will see a
celebrity, for example
Blake Lively who is now
the face of Gucci and
L’oreal Paris. People will
see her and think to be
like Blake they need to
buy these products.
Figure 12. Telegraph, 2012.
Because there is so much advertisement on
social media and trends are changing every
few months people want to buy new clothes
as often as they can. This has changed the
way people shop for example, trying to find
cheaper alternatives. This means more
people may be inclined to shop at Primark,
as the cost of clothes makes it acceptable to
change a wardrobe more often to keep up to
date with latest fashions. -(Wright M, 2009,
Figure 13. Fletcher, N. Primark success continues to life associated british food figures.
‘Retailers that have responded to the youth markets tighter
budgets have been rewarded, with Primark the most popular
shopping destination and pure player asos.com also doing
Without media and film, would fashion be what it is today?
Not at all. We would not have the versatile street style you can
see all across the UK
Figure 14. Ministry of Fashion http://www.ministryoffashion.co.uk/blog/stockholm-fashion-style/copenhagenstreet-style-swing-jacket/
We would not have the fashion courses
that are available, there would not be all
the millions of jobs with the fashion
People would not be able to express
their personalities freely and enjoy being
who they are.
If it was not for media influencing
fashion, half of this lecture class
would not be here and this
presentation would have no meaning.
King, M. (2013) 8 Ways Social Media Has Changed Fashion, Available from:
Miller, L. (2014) Youth Fashion: Capturing the changing market, WGSN. Available from:
2014/January/youth-fashion--capturing-the-changing-market.html, [Accessed: 23/01/14]
Okonkwo, U. (2007) Luxury Fashion Branding: Trends, Tactics, Techniques, Basingstoke:
Steele, V. (2010) The Berg Companion to Fashion, Oxford and New York: Berg.
Wright, M. (2009) 5 Ways Social Media Changed Fashion in 2009. Available at:
http://mashable.com/2009/12/21/social-media-fashion/, [Accessed: 19/01/14]