Highly intensified by the competitiveness, the fashion industry as a whole, explores the world of luxury and art as one. The makeup of this industry involves multiple creative production stages to present a campaign that showcases a designers idea of beauty. With a greater use of social media and the positive impact it presents on the fashion industry, it clearly demonstrates how designers can be inspired for a new collection campaign. For example, social Media platform Instagram, has greatly marketed the fitness lifestyle as a glamorous yet important way of life. From this, Australian designers such as Lorna Jane or Lulu Lemon, have grasped this concept and transformed it into activewear-styled label. Photo’s ‘posted’ on Instagram explore a diverse ranges from; food, different cultures, music, art, lifestyle, colours and more. Although Instagram launched in 2010, thanks to social media the accessibility for fashion houses and designers to be creatively inspired by the world around them, has allowed a greater generational tactic for marketing and the creative process. As discussed in Celebrity, Publicity and Branding in the Digital Age, “the excitement around social media and the immense wealth of young technologists, [has] glamourised entrepreneurs as the rock stars of twenty-first century capitalism.” (Marwick, A. 2013). By default, the uprising of social media usage in this current generation opens the ‘creative inspiration’ door, for designers around the country and around the world.
Not only does social media provide a space for marketing products and inspiring designers, but it dives into the area that up until six years ago - the launch of Snapchat - has been hidden away. Backstage. With platforms such as Instagram, Snapchat, and Facebook, audiences are now able to participate in ‘live’ videos and pictures of the production process, the backstage of runways, and more. Illustrating a glamorous version of the industry, composes a sense of luxury that the fashion industry is typically idealised as.