In the fast-paced world of fashion, the importance of going viral is becoming increasingly vital for brands. From fake lion fur coats by Skiaparelli to Harry Styles’ crystal-encrusted Erognlab romper at the Grammys, fashion designers are trying everything to grab attention online.
In the race to get noticed, brands are dressing celebrities in outrageous outfits, producing meme-worthy products, and staging runway shows with clear storytelling hooks. The competition between brands is fiercer than ever, with each one vying to create the next big thing.
Despite the dizzying speed of fashion trends, some brands are taking a step back to re-evaluate their approach. They recognize the potential risks and rewards of going overboard with their marketing strategies. Balenciaga, known for its provocative approach, received backlash for its recent controversial advertising campaign, while Gucci, a brand that has dominated trends for years, changed direction following the departure of its creative director.
While small brands may feel that relying on viral marketing is necessary to compete with larger fashion houses, going viral can be a double-edged sword. For instance, Skiaparelli’s fake lion fur coat faced negative reactions online during January’s Haute Couture season. On the other hand, a small Parisian couture house claimed a media value of $45 million by using social media to showcase Kylie Jenner and Doja Cat wearing its products without paying them a penny.
In a world where social media algorithms favor controversy and provocation, brands are finding it harder than ever to strike the right balance. With the risks of overdoing it higher than ever, brands must tread carefully when it comes to viral fashion trends.
