Fashion writing

Fashion writing is more than simply writing about new trends and fads. It incorporates other aspects of the fashion world such as fashion critics and reporters, fashion media, and other fashion journalists and writers. Fashion articles or advertisements can be found in a wide variety of platforms. This includes, but is not limited to billboards, magazines, newspapers, books, websites, social medi

Modes of Fashion Writing

Magazines
- Vogue
  - Vogue is a fashion and lifestyle magazine. This established magazine is well known across the globe and publishes a new edition of the magazine each month. The word “vogue” translates to “style” in French. Through its many different means of communication, the publication is able to reach and influence up to 12.5 million users internationally.
  - Vogue is considered a “high fashion” magazine. Therefore, their Instagram account is cluttered with pictures of high profile celebrities at their exclusive events and fashion shoots in which models have their faces painted, or are dressed in attire that is considered “high fashion.” In contrast to other magazines, such as Forever 21, Vogue does not aim to sell their clothes, per say. Instead, they exist to inspire and educate readers about new trends and styles.
  - Vogue’s Facebook does not show much interaction between the company and the customer. Vogue never replies to customers on their Twitter.
Social Media
- In terms of absolute size, Facebook is the largest social media platform. (Adams)
- Many companies and corporations take advantage of social media platforms when attempting to promote themselves. Social media websites make it possible for companies to reach out to millions of users through posts about new products and ideas. Popular social media platforms used include Twitter, Instagram, and Facebook.
- Magazine Media Industry recently reported that magazines are gaining more and more followers every day on their social media accounts. In fact, “there was a 7% increase in likes and followers in the first quarter of 2015 among 222 magazines that were surveyed, and within the fashion set, Vogue beat out its competition in terms of number of followers on every major platform” (Adams).
Catalogs/Lookbooks
- Catalogs and lookbooks are utilized to physically show new trends in fashion. This allows for aspiring fashion experts to compare different trends and styles physically. An advantage that professional fashion writers consider with catalogs and lookbooks is how easily accessible they are. Every large fashion company tends to have a monthly lookbook or catalog.

Audience

Fashion writing’s audience is comprised of mostly women whose average ages run from about 18 to 60. In order for fashion writing to be effective, interesting, and inspiring, writers need to focus heavily on the smaller demographic aspects of this very broad group. “Media kits” provided by Vogue, Elle, InStyle, and People break down the statistics of their specific audiences. Categories include household income, education, and employment, among others. These specific demographics help writers identify the readers’ desires and tap into the appropriate styles and clothing to present to them in their articles. In order to write successful articles, fashion writers must have a firm grasp on exactly who their audience is and who they want them to be. Certain demographics can be traced to distinct styles that are explored in fashion writing. For example, “bohemian chic” styles are often geared towards the younger readers aged 18-25. The language of these articles and page layouts tend to be very whimsical. “Preppy” or classic styles are written about in a more serious, concise tone and are targeted towards young professionals and older women, ages 30-60. Writers aiming to reach these readers tend to use concise, serious language that stresses the importance of versatility between clothing that can transfer from day to night. “Progressive” styles are typically the interest of younger readers and writers incorporate exciting prose to encourage these readers to stay ahead of the curve and keep them up to date on the newest, most progressive trends.

Seventeen
- Total audience: 5,794,000
- Women: 5,327,000
- Age 18-34: 65%
- Employed: 67%
- Single: 44%
Vogue
- C. Vogue
- Median age: 38.5
- Female: 87%
- Employed, part or full time: 64%
- Employment professional or managerial: 24%

Styles

bohemian
- tailored towards younger age demographic
- style became popular in ‘90’s drawing from ‘60’s counterculture movement
- casual, relaxed with mixing patterns/prints: paisley, floral, lacee
- ethnic-inspired accessories & clothing
- in magazines, often referred to as “boho chic”
- tends to use whimsical language & page layout
- associated with “festival season” (music festivals, summertime)
classic/preppy
- geared towards young professionals
- focuses on practicality of clothing, ability to transfer from “day to night” often found in magazine articles
- conservative
- language is concise, simple
progressive/modern
- focuses on up & coming styles, designers
- younger side of the age demographic
- aiming to be “ahead of the curve”
- mostly found in high fashion magazines (Vogue, Elle)
- language is exciting

Multimodality

Usage of models
- fashion writing uses different types of models to appeal to different girls
- plus size models versus skinny models
- multicultural models versus standard white model
Usage of pictures
- natural settings: beach, parks, outside in fields because these scenic images ignite desire in the audience, enhances the clothing

Consumer Culture

Consumer culture is defined as a form of capitalism in which the economy is focused on the selling of consumer goods and the spending of consumer money. It is believed by most economists that the United States has this type of economy. Fashion writing is tied very closely to our nation’s economy because it helps to perpetuate the spending of money and the production of goods. The goal of fashion writers, essentially, is to expose readers to goods that can be readily purchased and used as an expression of the self.

Tone

Persuasive
- Fashion writers utilize a tone which underscores persuasion very well. These writers influence the audience to believe and see themselves in their clothing, and to have this image appeal to them mostly.
Informal
- Typically an informal tone when communicating their products to the audience because they want the audience to feel comfortable and familiar with their items and ideas. They also want the audience specific to their demographic to understand what they are communicating, so the tone may vary depending on the company.
Usages of modern lingo
- Modern lingo is especially utilized in social media and technical platforms. This often includes, but is not limited to, twitter language such as the #hashtag. Non technical lingo fashion writers often utilize includes adjectives such as trendy and chic. Fashion writers may also refer to events of the current time while creating their modes (ex: referring to Coachella, a large hippie-esque annual concert).

Conclusion

Fashion writing centers around audience, context, and purpose. It is necessary to appeal to the correct demographic in order to be a successful fashion writer. Most fashion corporations use and take advantage of social media platforms that make it possible to reach out to millions of people when promoting new clothing or other products. One main focus and aspect of fashion writing is persuading and appealing to a given audience. Our culture as a consumer culture contributes to this greatly because people are always influenced and motivated to buy the next new and big thing. Overall, fashion writers must pay close attention to their audience and tone while writing.