“Social media has absolutely, totally changed the trends landscape,” said Ruth Chapple, head of content at Stylus Fashion. “It’s making some trends stick, while long ago we would have been over them more quickly. TheValentino rock stud, which everyone expected to be a one-season wonder, has been going strong for eight seasons,” she said. “The death of the stud was forecast long ago, but that was very much a social media trend, where the bloggers made that trend stick.” On the other hand, digital media can quickly overexpose a trend, and kill its ‘edge’. “The Kenzo tiger sweatshirt,” Chapple recalled. “Over and done with in a month.”
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