We Are Fashion Now!
In the past ten years, the fashion scene has changed drastically. No longer are the latest trends initiated by designers. And star models are not the only It Girls on the international scene. Magazines like Vogue and Harper's Bazaar more and more have to take a stand against new players. But who are the new trendsetters in this multi-billion dollar business? Who do the luxury labels rely on today? Who is selling fashion? Bloggers are the new fashion industry powerbrokers. In some cases, these generally very young writers are revolutionizing the fashion world from their bedrooms, among them Tavi Gevinson, now just twenty years old, regarded as one of the most significant fashion critics, and enjoying a front row seat among the designers.
Through online journalism and blogs, other protagonists of the fashion business - including buyers, stylists, and art directors - have become highly visible as personalities and opinion makers. They are worshiped as the new fashion icons in the world of social media, on Twitter and Instagram. But what explains the powerful appeal of such individuals - whose professional activities actually occupy the background?
These new actors are the focus of the fashion documentary "We Are Fashion Now!" We follow Olivier Zahm, the founder of Purple Fashion Magazine, Justin O'Shea, the buyer for Mytheresa, and the newcomer bloggers at "This is Jane Wayne" during everyday activities in the fashion world, as they engage in online marketing via blogs and social media. The film attempts to find out how long-established fashion players and designers perceive this revolution of power relations, and what they have to say about the newly emerging puppet masters, who dominate an industry that is worth billions in sales and influences every area of pop culture.
