Most of us know fashion to be about all things clothes, designs and accessories. We often see new trends in fashion and the coming back of old styles, probably on TV, in movies or magazine pages. However, what we may not know about is how things work in the fashion world and what goes behind setting up a show or while coming up with designs. One of the many subsections in the fashion industry is Fashion Communication. As the name states, it is about effectively communicating, narrating brand identity and providing platforms for brands to showcase their creation. In this article, we will do a deep-dive into knowing what fashion communication is and how the industry is growing.

1. Ethical, Circular and Sustainable Fashion

In this fast paced, and mostly digital, world more people are open to being aware how the world functions and how they can contribute to saving the planet. Despite ‘protecting the earth’ having to be a systemic intervention; individuals, people, communities and businesses alike are taking greener steps to help the earth. Fashion outlets now offer sustainable alternatives, promote the use of up-cycled clothes, offer platforms for rentals, use materials that are environmentally friendly, engage in fair trade and contribute in aiding artisans. Sustainable fashion must also be approached with respect for cultures, acknowledging that the indigenous communities are the true protectors of the earth and all people are fairly treated. What was once looked down upon, with regards to repeating clothes and buying fewer outfits, is now being accepted and embraced within the industry and amongst people.

2. The Digital World and The Fashion Industry

We live in the world of reels, shorts and content; which has further aided the growth of the fashion industry for a lot of reasons. A few being:

• Brands are now able to connect and communicate with their audience/consumers
• More scope for real time feedback
• An aspiring fashion designer or fashion enthusiasts can use the platform to showcase their ideas, thereby gaining visibility
• Smaller brands and businesses can now leverage the medium for growth.
• More spaces for creating meaningful conversation through fashion for social justice and inclusivity.

3. Consumer Preferences that are Transforming

Brands, today, are adopting more consumer-centric approaches. With people being more aware of their choices, wanting different options and upholding their values, the scope for the fashion industry to try new things is immense. Fashion communication can help you form connections beyond the  ‘brand and consumer’ dynamics. Fashion communicators are equipped with both fashion and dissemination knowledge, that can help foster this relationship. This enhances trust, retention and loyalty. People love going back to places that feel like home and provide them a sense of comfort.

4. Numerous Career Opportunities

Though being a subsection with the world of fashion; Communication in Fashion offers the scope to explore multiple career prospects. Public relations, marketing, advertising, content creation and content management, brand management and much more. This poses an opportunity for students and fashion candidates to branch out based on their likes and interests yet still being able to work in fashion. Doesn’t that sound like a win-win situation?

5. Advancements in Technology

Technology has proven to be quite the game changer. Artificial Intelligence, Virtual Reality, Augmented Reality and the likes have widened the scope in the Fashion Industry. Fashion Communication Specialists can now make use of these advanced technologies to enhance user engagement and experience, this helps brands stand apart and create their own identity. We have come a long way from weaving clothes to creating outfits using spray and 3D technologies. This proves that there are platforms for more growth and exploration.

6. Collaboration, Creative Expression and Innovation

Fashion Communication requires professionals to come up with branding strategies, think of ways with which a brand can connect with its customers and form new connections. The dynamic world of fashion requires people to come up with innovative ideas and networking with people in the industry will help enhance the brand’s growth. It also gives you more insights about how you can incorporate new techniques, learn about trends and collaborate with industry specialists. Fashion communication is the right space for some who are passionate about innovation, ever-evolving environments and forming connections.

Conclusion

Fashion, as stated before, is evolving; not just in terms of style but with regards to approaches as well. Rise of influencer marketing, appreciation of varied cultures, promoting the need of upcycling, collaborating with local artisans, incorporating the use of AI, VR and AR technologies and the amalgamation of digital mediums; all of this contributes to the growth of fashion and its various disciplines. Fashion has the capability of forming and creating statements, bringing people together, raising awareness and creating healthy and resourceful dialogue – Fashion Communication helps ensure that this is accurately channeled. Fashion Communication course is a fairly new career path thereby offering more scope for growth. Leading institutes and colleges now offer programs in fashion communication with internship and placement opportunities. You can also read about AAFT School of Fashion and Design and the programs offered.