The New Fashion Rules

The New Fashion Rules by Victoria Magrath was a book that I found both engaging and informative.

Image result for new fashion rules book

‘The rules of fashion have changed.’ As we are all aware, the new digital era is all about being seen, liked and inspired. I was amazed at the extent to which the book explored such a vast range of subject matter, for example, how the evolution of the internet changed the way we buy and wear clothing, fashion industry impacts, diversity, innovation and so much more.

The book reveals the pivotal moments that have transformed the fashion world, exploring all the key dates that will be so useful to look back on. From the nineties through to the noughties, the most notable events are captured. I also enjoyed the practical tips for navigating the ever-changing fashion landscape.

The section that I found most interesting was the chapter on the virtual model in starring roles. Upcoming models and Instagrams aren’t people at all – they’re CGI models, airbrushed and flawless. I wasn’t aware that Instagram profiles such as @Lilmiquela and @shudu.gram have thousands and millions of followers.

Shudu wearing the Fenty Beauty orange lipstick was something that hadn’t been seen before. CGI models are taking the place of real people and competing for air time. It is like people aren’t enough and so we are looking for the next best thing.

Considering the industry is beginning to champion inclusivity and diversity as well as promoting the message that flaws are part of natural beauty, I can’t understand the desire for CGI models. These models can be dressed, airbrushes, shaped and adapted to suit exactly what a brand envisions for their imagery, which I feel goes against acceptance.

However, technology has been the driving force behind huge changes we have seen in the fashion industry over the last 20 years. Social media has given ordinary people the platform to voice their opinions, enabling everyone to push forward for change. Therefore CGI models are just another innovation that could be seen both positively and negatively, but they do open up a host of new opportunities for brands to experiment with.



Author: Rachel Fox

Hello I am a second year Fashion Communication and Promotion student who is a creative and self-motivated individual with a strong interest in visual content creation. I am always seeking opportunities to broaden my skills and experiences within the dynamic creative industries; this being evident within my blog and online portfolio. With experience of both working and studying within the fast-passed sector, I have practical industry-level awareness that I apply to every assigned brief as well as personal endeavour. My work spans a variety of topics including Fashion, Lifestyle, Travel, Food and issues surrounding Societal and Environmental affairs. I am able to produce a range of innovative, forward-thinking outcomes that are tailored to the chosen target consumer. Being driven, ambitious and organised, I strive to share my enthusiasm for the world of visual communication.

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