Visual Essay by Charlotte Dudley-Smith

Musicians Impact on the Fashion Industry

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Charlotte Dudley-Smith

N0730041

Word Count: 2565

How Do Musicians Have An Impact On The Fashion Industry? In todayâ&#x20AC;&#x2122;s culture, music and fashion work hand in hand. Both are forms of art that are greatly appreciated by consumers, so when they collaborate an even bigger hype is formed. Musicians are known for rebelling against the norms in society. Creating a brand for their stage image has often been done through their use of eccentric clothing, make up and performance; clothing being one of the most instant impressions a person can give. Pushing the boundaries with style on stage and red carpet attire are two aspects within the partnered music and fashion

world that consumers often look forward to seeing. Music has previously created fashion tribes of expression; eras that are remembered to this day. As the two arts join together, we see music artists sitting front row at fashion shows as their reach and ability to speak to people cannot be overlooked, designers have noticed their appeal. This essay will explore whether or not music artists have contributed to or have made an impact on the fashion industry with their visual presentations, physical creations and brand collaborations.

Introduction

In 2015 The Recording Industry Association of America revealed that the sales of CDs in the US had dropped by 31.5% in the first half of the year suggesting that technology is taking over and artists may have to search for other ways to create income for the short fall in CD sales. A solution was found in 2016 as tour merchandise became high fashion. Owning merchandise was no longer a sign that you went on the artist’s tour as musicians began to sell their merchandise through websites, pop-up shops and collaborations with high street stores; not just at tour venues. With merchandise being more accessible to consumers, it became trendy as the garments were attractive, affordable and a statement for the musicians branding, not just being an addition to boost their earning potential. High street retailer H&M joined with Justin Bieber to sell his “Purpose the Stadium Tour” merchandise which was created with the help of Jerry Lorenzo. The popularity of his merchandise meant that Justin expanded his ranges to other retailers, such as ASOS who are an online only store. The craze of merchandise has been influential to brands and musicians within the fashion industry as more of them begin to join the trend and sell merch inside high street retailers and all year round on their own websites.

avid Bowie is remembered for being one of the most iconic artists in the music scene and even continues to inspire musicians and designers since his passing in 2016. His music reinventions and visual presentation has heavily shaped today’s pop-music culture, but more significantly to the fashion industry, his experimentation with fashion by surpassing the boundaries of gendered clothing and propelling androgynous style into mainstream culture are landmarks that stain fashion history. Bowie’s approach to style has evidently changed the way consumers look at gendered and stereotyped products as in today’s society it is not uncommon for females to purchase male designed clothing or for males to defy gender norms and wear makeup, just as he did. Jaden Smith is a modern example of how musicians are helping to overcome gendered clothing as he challenges the norms and wears whatever he likes regardless of who it has been designed for.

As Influencers

Merchandise

In today’s society brands market themselves, advertise and communicate with the world on various online platforms in order to be visible; therefore social media plays a huge part in fashion marketing. For musicians and celebrities it’s a huge platform that means they are more accessible to their fans and can easily gain visibility through the sharing of a post or image. Instagram in particular gives the ability for celebrities to showcase their work, image and brand through videos and photographs in which the app’s users are able to follow, like and share.

Social Media

Celebrity endorsement is an advertising strategy that brands often use to promote their products or services with the use of a celebrity’s social status or fame. Brands frequently use musicians for this marketing technique as they have a large amount of followers, quite often a larger following than the brand itself. As consumers often trust and aspire to be like their favourite musician, seeing what products they use, love and agree to advertise increases the probability of them buying into the same brands as the music artist.

Social Media

Social media is also used to advertise musicians’ own brands. Kayne West took a different marketing approach in the months entering 2018 when announcing his Yeezy Season 6 collection with Adidas. He used his wife, Kim Kardashian, to share his collection through a look book of her wearing the range whilst performing daily life activities which were shot in paparazzi style. As January emerged, the look book images were replicated by other known public figures, musicians and models such as Paris Hilton and the Clermontt twins. These images were revealed when posted on the Instagram app. In February the Season 6 advertisements appeared in New York’s Times

Social Media

Square and in Herald Square Subway Station. The posters were printed as untouched screenshots from the app which indicate how we receive images in today’s society: with comments. The images posted by Kim sparked huge interest from her followers before it was even announced to be Kanye’s new Yeezy collection, showing the power the music artist turned designer and his wife have over consumers before fashion branding is even introduced. Regardless to whether their followers are the target consumers for the minimal but exclusive clothing range, they helped to generate visibility and awareness of the new products through sharing, commenting and liking the collection of images posted.

Despite having fashion lines of their own, music artists are often approached to represent popular brands as models in new campaigns. This is because celebrity advertising helps build brand awareness quicker than traditional types of advertising as people then associate the influential figure with the particular brand. They help to increase awareness of the company whilst creating positive feelings towards the brand; this affects the consumerâ&#x20AC;&#x2122;s attitude and purchase intentions by allowing them to think the brand is safe and trusted, just like the technique of celebrity endorsement does.

As Models

Calvin Klein are a brand who have taken full advantage of using public figures to be a part of their campaigns, in particular their #mycalvins, which were released in Spring and Fall 2016. Musicians such as Justin Bieber, Frank Ocean, Young Thug and Fetty Wap went in front of the camera for the two campaigns making a fresh, funny and heart felt advertisements for the brand to publicise across the internet and in their stores. Not only does this have a positive effect on Calvin Kleinâ&#x20AC;&#x2122;s sales by making attractive advertisements with their products, showing the potential their garments have therefore luring in customers to buy from the brand, it also brings the musicians back into the public eye for the world to see helping to boost their popularity.

As Models

Following his success modelling for the luxury brand Balmain in Spring/ Summer 2015, Kanye West released a music video in 2016 for his song ‘Wolves’ which doubled with Balmain as a campaign. This was a different marketing strategy as the 7 minute video clearly revolved around the brand and their collection whilst Kayne sang, denoting a strong bond between the artist and the fashion house. In 2 years the video reached 22.7 million views on YouTube alone which will have allowed the brand to

hianna has collaborated with various fashion brands throughout her years of fame as it was clear from early in her music career the fashion industry was an area she wanted to step into. In 2014 she became creative director of sportswear brand Puma where she oversaw the women’s wear line. Since then her opportunities for success with the brand have boomed. In 2015 she released her first trainer which sold out online within 3 hours of its presale launch; in 2016 her first clothing line in collaboration with Puma debuted at New York Fashion Week. Her success continued over into 2017 when she designed several more collections that reached Paris Fashion Week and again at New York’s runways in autumn.

reach new audiences because of the use of a music artist. This form of collaboration influenced other fashion brands and was followed by Calvin Klein and The XX a year later for their ‘I Dare You’ music video. The band have a much smaller following of 401K subscribers on the social platform YouTube in comparison to Kayne West’s 3.7 million subscribers, however the visual received 20.5 million views in just 1 year proving the success and visibility brands and musical talent can have when they collaborate.

Aside from her designing, in 2015 she was the new face of Dior which made her the first black woman to be the face of the brand. Whilst being successful with her own job as Creative Director, being the face of Dior proves that she has managed to empower diversity into other brands showing her strength, power and influence as a person with both the music industry and fashion.

As Collaborators

A$AP Rocky has entered the fashion world by partnering with brands like Dior, DKNY, Guess and Adidas. Although he has been quoted saying “I would never want to be a fashion designer,” his connections with the industry are strong. Rocky posed for Dior’s SS17 ad campaign after first linking with Dior Homme for its FW16 campaign. Using a hip-hop star for the face a luxury polished brand creates curiosity, however the label states in the campaign that Rocky “embodies the empowered masculinity of today’s urban dandy.” From this it can be connoted that the designer label want to be up to date with the ever-changing fashion times and who better to partner

with than one of the most fashionable men in hip-hop, which also opens the brand to a new lease of consumers who follow the artist’s image. Rocky wears Dior’s “We Should All be Feminists” t-shirt in his music video ‘Wrong’ with the A$AP Mob. This shows he is using his status and connections with Dior to show his support for the Feminist movement and can influence his followers that it is a good and powerful movement to be a part of. After seeing Rocky in the Dior t-shirt consumers who aspire to be like him, or have a similar taste in style may buy the designer garment and flaunt it to others surrounding them, inspiring even more people to join the drive.

As Collaborators

Pharrell Williams is a member of the music industry who has also been hugely successful in the fashion world. In 2005 he partnered with Nigo, a Japanese DJ, fashion designer and owner of fashion label ‘A Bathing Ape’ (BAPE), to create the streetwear brands Billionaire Boys Club and Ice Cream. These two lines have stores across the globe including flagship stores in New York City, London and Toyko, proving the success that has spiralled from his fashion venture. Secondly, Pharrell is the Creative Director of Bionic Yarn and works alongside co-founders Ty-

son Toussant and Tim Coombs. The brand’s purpose is to make yarn out of plastic waste that has been collected from the oceans, this is then developed into fashion, luggage, furniture or art. Creating eco-friendly and sustainable fashion is something that is slowly, but surely happening in the today’s fashion culture. As Pharrell is originally a music artist, using his passion and interest to help the environment whilst making stylish products for consumers is a path that very few musicians and designers have chosen to take but he has the possibility to influence more.

“Happy Life. Happy Human Beings. Happy Oceans.”

-Pharrell Williams

G-Star Raw is the final brand the artist plays a huge part in as he was announced to be the co-owner in 2016. The brand saw potential in Pharrell after their collaboration with Bionic Yarn a couple of years previous to the partnership, which connotes that the individual has a lasting impression with his vision on sustainability, products and brand experiences. He and his brands have the ability to help direct the whole category recycling and help establish a new mind set of the way clothes are made which may be shown in the future. These ideas are conveyed through the creation of products and also the campaigns that the brand has produced.

As Designers

Ivy Park is an activewear line co-founded by Beyoncé and women’s wear retailer Topshop. The line provides attractive, accessible and affordable clothing which can be worn as casual clothing as the athleisure trend is continuing to grow or for its purpose of activewear. The musician and co-founder herself stated, “The message for this campaign is to celebrate everyone’s uniqueness.” The campaign celebrates beauty and strength over the idea of just selling the brand as active wear. The diversity of models used in the campaign clearly conveys this and projects Beyoncé’s visions of feminism and beauty which can be transferred to everyone viewing it. Black transgender model and actress Laverne Cox took part in Ivy Park’s AW17 campaign and later became the first transgender woman cover girl for Cosmopolitan in February 2018’s issue. This suggests that without her opportunity with Ivy Park it would have been more difficult for this opportunity to happen; Beyoncé was so passionate about previewing uniqueness for individuals rather than the brand itself which has given confidence to consumers and influenced brands to do the same.

20 As Designers

As Designers

How Do Musicians Have An Impact On The Fashion Industry? In conclusion, musicians are no longer seen as ‘just musicians’; they are icons, designers and have creative talents of many forms. Brands have an increased demand for them; if it’s not for their visual image to increase their exposure and give consumers a positive attitude towards the company, it’s for their inventive minds and ideologies within the fashion sector, as evidently some artists are creative directors or have their own brand once given the opportunity to collaborate with another. Social media has given musicians the ability to be more accessible to consumers and offers new opportunities for promotion and visibility. This has created an escalation in popularity

Conclusion

amongst musical talent, leading to the demand brands have for them. Consumers can take inspiration from music artists’ attire and lifestyle as they gain greater access into their personal lives; therefore they are transferring their confidence and ideas to the general public. Social media has also allowed the individuals to be more inventive with the idea of promotion and advertise in more creative ways to be modern, individual and exciting to the industry, helping to form a brand for themselves through ways greater than music. The influence on today’s society has been supported through the promoting of diverse and unique models within the campaigns of the musicians’ brands, inspiring

other brands to follow the same footsteps. Not only this, but they are also continuing to stimulate a shift in the typical gendered clothing, helping to encourage consumers acceptance of unisex and androgynous style in today’s culture. With all factors from this essay considered, it is clear that musicians do have an impact on the fashion marketing and branding industry in many ways. Whether they are heavily involved with a fashion brand or influence the industry through their image and ideologies without direct intention, they play a part in shaping the fashion world we live in today and will continue influence brands, designers and the market for the future to come.

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26 Bibliography

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28 Illustrations

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30 Illustrations

#YeezySeason6. Available at: https://www. instagram.com/p/Bel6vn0FhWT/?hl=en&taken-by=abigailratchford [Accessed 7 February 2018]. Smoothie. Available at: https:// www.instagram.com/p/ BdnY0QUl6yw/ [Accessed 7 February 2018]. #YEEZYSEASON6. Available at: https:// www.instagram. com/p/BemlbNiBsHD/?hl=en&taken-by=sahara_ray[Accessed 7 February 2018]. #YeezySeason6. Available at: https://www.instagram.com/p/Bel5bVPBr5K/?hl=en&taken-by=chinqpink[Accessed 7 February 2018]. Frank Ocean for CK Campaign. Available at: https:// www.gq.com/story/calvinklein-fall-2016-campaign-frankocean-kate-moss-camerondallas [Accessed 5 February 2018].

calvin-klein-fall-2016-campaign-young-thug_ph_tyrone-lebon-034.jpg. Available at: https://www.gq.com/story/ calvin-klein-fall-2016-campaign-frank-ocean-kate-mosscameron-dallas. [Accessed 5 February 2018].

Kendrick Lamar for Calvin Klein SS16. Available at: http://www.dazeddigital.com/fashion/gallery/21357/4/calvin-kleinss16-campaign [Accessed 5 February 2018].

Rihanna x Dior. Available at: http://www.crash.fr/ rihanna-x-dior-for-eyewear-collection/ [Accessed 9 February 2018].

Balmain Vevo. Avalaible at: https://www. youtube.com/ watch?v=LsA84bXrBZw [Accessed 16 Febuary 2018].

Joey Bada$$ for Calvin Klein SS16. Available at: http://www.dazeddigital.com/fashion/gallery/21357/22/calvin-kleinss16-campaign [Accessed 5 February 2018].

dior-rihanna-exclusivedo-not-reuse-2-vogue18may15-pr-b.jpg. Available at: http://www.vogue. co.uk/gallery/rihanna-dior-secret-garden-full-campaign-film-and-images [Accessed 9 February 2018]. Balmain Paris and the Fear of God. Available at: https://www.vogue.com/ article/kanye-west-wolvesmusic-video-balmain-fall2016-campaign [Accessed 29 January 2018].

A$AP Rocky Dior. Avalaible at: http://www.nextmanagement.com/london/ profile/a-ap-rocky [Accessed 14 Febuary 2018].

A$AP Rocky Feminist. Available at: https://twitter.com/ unoriginaltrend/status/890402519280607233 [Accessed 9 February 2018]. G-Star x Bionic Yarn. Available at: http://thebestfashionblog.com/ mens-fashion/g-star-xbionic-yarn-with-pharrell-williams[Accessed 14 February 2018].

Pharrell Is Now Co-Owner of G-Star Raw. Available at: http://thesource. com/2016/02/09/pharrell-is-now-co-owner-ofg-star-raw/ [Accessed 1 February 2018].

Illustrations

Ivy Park AW17 campaign. Available at: http://www. dazeddigital.com/fashion/ gallery/24253/8/ivy-parkaw17-campaign [Accessed 5 February 2018].

Ivy Park AW17 campaign. Available at: http://www. dazeddigital.com/fashion/ gallery/24253/3/ivy-parkaw17-campaign [Accessed 5 February 2018].

Ivy Park AW17 campaign. Available at: http://www. dazeddigital.com/fashion/ gallery/24253/0/ivy-parkaw17-campaign [Accessed 5 February 2018].

32 Illustrations

Ivy Park AW17 campaign. Available at: http://www. dazeddigital.com/fashion/ gallery/24253/11/ivy-parkaw17-campaign [Accessed 5 February 2018].

Ivy Park AW17 campaign. Available at: http://www. dazeddigital.com/fashion/ gallery/24253/2/ivy-parkaw17-campaign [Accessed 5 February 2018].

Harry Styles in a custom burgundy brocade Gucci suit. Available at: https:// www.vogue.com/article/ harry-styles-gucci-tour-outfits [Accessed 7 February 2018].

“Music and fashion go hand in hand. I think music inspires all types of arts; it inspires life, emotion, mood and all of those things are reflected in my fashion and my style. One doesn’t go without the other.” -Rihanna