Billion Dollar Boy’s quarterly Fashion Fix highlights the latest social media and influencer fashion trends and insights to ensure you stay bang on trend. 

Is digital fashion going from strength to strength?

Digital fashion has been popping up everywhere lately with H&M leading the way with a sustainable collaboration with Animal Crossing featuring Game of Thrones icon Maisie Williams as H&M’s sustainability ambassador. The game features H&M’s loop machine, which allows game plays for a period of time to recycle outfits and create new ones.

We’ve also seen luxury brands delve into the digital world with a virtual Gucci bag  selling for more than the IRL version at an insane $4,115 via a new gaming platform Roblox.

Representation matters

British activewear powerhouse Sweaty Betty’s new campaign #IAmASweatyBetty marked the launch of six new skin tones in Sweaty Betty’s best selling underwear, with extended sizing from XS-XXXL. Modelled by Sweaty Betty’s very own internal team, including influencers @simoncecharles and @iamfts.

We loved the brand’s desire to show real women. This positive and well-executed campaign featured the brand’s own staff members and not models, adding a layer of authenticity.

Are kids the new fashion role models?

H&M’s latest global ‘Role Models’ campaign brings topical issues to light through the lens of a child. The campaign showcased a group of children aged 5-11 from different parts of the world engaging in important conversations about racism, sustainability, equality and more.

The H&M Kids 2021 Role Models Collection is launching this summer and is a more sustainable line of clothing inspired by the change these children are demanding and all profits will go to causes that support their work. 

fashion fix LGBTQ+

UGG’s powerful support to the LGBTQ+ community

Ugg is a brand that has an authentic, special purpose and brand narrative. Ugg’s upcoming campaign, #UGGPRIDE in collaboration with Pacific Pride Foundation, is in celebration of Pride Month and aims to empower LGBTQ+ members to feel confident to celebrate their school proms, regardless of how they identify and whatever their sexuality.

The campaign has brought joy, inclusivity and representation to our mini-screens through the lens of inspiring artists, including friend of the brand, Lil Nas X

Photo dumping – the new nostalgia that’s here to stay?

Lockdown has changed how content is created and digested to a large extent. It’s been noticed that creatives and people of influence have become a lot more authentic in their work, exposing their personal life and looking back at key moments across social media- especially Instagram. Labelled as ‘Photo-dumping’ these grid posts include an array of images that are more natural, organic and less polished.

Even though the trend has come from lockdown, it has the potential to stay as it’s structured around showing life’s ‘beautiful moments’ rather than glossy perfectionism. With the climate of social media moving towards being more ‘natural’ and relatable, this is one style of content that works perfectly. TikTok has also seen a rise in engagement toward ‘real-life’ content.

Fashion brands bet on streaming ads

There has been a huge increase in the popularity of streaming services during the pandemic with platforms like Amazon Prime, Disney+, Netflix and Hulu seeing a huge rise in viewers and time streaming whilst the world’s been staying home.

Fashion brands are seeing the potential of investing in streaming ads to reach new audiences, whilst converting their current target market who follow them via social media, into paying customers.

Brands are understanding that streaming captivates viewers at home and that it’s the best opportunity to tell a story and build a stronger brand narrative through advertising.

Video content crazes swarming the digital landscape

Creatives are having even more fun elevating their content, creating inspirational and standout videos and imagery building rapport across all media.  

A fun new fashion series loved by influencers is the ‘Styling Scenarios’ content. These videos range from relatable event scenarios such as ‘what I would wear to brunch’ to the wacky ‘outfits inspired by canteen desserts’. They often come in multiple parts and can tap into pop culture trends including Y2K fashion, iconic films like 13 Going On 30 and the recreation of 90s magazine covers. The series element helps to sustain audience interest and extend the life-cycle of content that’s performing well.

Another red hot trend is ‘fashion transitions’, these super clean transitions showcase several different outfits, usually in beat to a fast-paced song. Whereas previous trends used singular outfit transitions, these videos allow creators to show off several different outfits in a short time frame – a feature audiences are repeatedly drawn into.

Detail Shots are also becoming a huge trend, often filmed in friendship or fashion community groups. These videos focus on head to toe fit detailing with a return in highlighting OOTD looks but also brands who are sustainable and/or have great value products.

Multisensory marketing

Taste is not restricted to food brands, and scent is not just for fragrance companies.

Multisensory marketing helps to cut through the clutter, resonate emotionally and tap into sensorial creativity. Ads that incorporate content reaching three senses are linked to 70% higher engagement which has been seen filtering into the fashion industry.

EOS enlisted 11 art influencers on the platform, to create art pieces out of the lip balms on TikTok. IKEA transformed its physical catalogue into a four-hour podcast, creating a series of visual-free videos covering a prologue and 13 chapters on YouTube.

It’s important for brands to experiment with existing tech to create sensory-stimulating moments that excite and emotionally resonate.

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