Fashion Media: Vogue Magazine - Essay Example

?Fashion Media Introduction Fashion, the general term denoting a popular style or practice, particularly in clothing, footwear, accessories, or makeup has become a pervasive concept today; in this sense, fashion refers to the distinctive and often habitual trends in the mainstream society. The increased global interdependence has instigated the diffusion of cultures and fashion trends all over the world (Merlo & Polese 2006, p.415); media plays a very fundamental role in the fashion industry because it exposes the industry to cross-cultural designs and ideas. Fashion rules media because most media outlets dedicate a lot of time to news from the fashion industry; this has led to the emergence of the distinctive area of fashion writing or fashion journalism, which focuses exclusively on fashion trends and the fashion industry in general. Fashion writing has become a very fundamental discipline today; this paper examines the purpose of fashion writing, particularly in today’s highly fashion-sensitive global atmosphere with reference to the Vogue fashion magazine. The fashion industry emerged in the modern age at the beginning of the 20th century (McRobbie 1996, p.13), with the rise of new technologies such as sewing machines, global capitalism, and the pervasiveness of the factory system of production; prior to this age, most clothing was custom-made or hand-made for individuals. Although it first developed in Europe and America, the fashion industry has grown in leaps and bounds to an international and highly globalized industry that entails the designing, manufacturing and selling of fashion goods such as clothes and accessories cross culturally. Conventionally, fashion and media have always existed in close proximity; the relationship between fashion and media has been pronounced, particularly in the modern age, with the rise of innovative information and communication tools such as the internet and the pervasiveness of media in mainstream society. Fashion writing Fashion writing entails all forms of published fashion material, from fashion writers, fashion critics, as well as, fashion reporters; common examples of fashion writing include the fashion features that often feature prominently in magazines and newspapers, books on fashion, fashion reports on television, in addition to, online fashion magazines, websites and blogs. Fashion writing may not follow the overall procedural and deontological aspects of professionalism in journalism, particularly because pieces of fashion will most likely be trends and tendencies that are purely subjective or speculative. Fashion writing encompasses a number of varied tasks including, but not limited to, writing or editing articles, formulation and styling of fashion shoots, researching and/or conducting interviews, as well as, establishing contacts with significant people in the fashion industry such as photographers, and designers. Fashion and media have been inseparable entities over the years since media plays a very significant core role in the fashion industry; this has instigated the rise of a distinctive area in media known as fashion journalism. Editorial critique, guidelines, and commentaries in television, magazines, newspapers, fashion websites, social networks, as well as, in fashion blogs over the internet have increasingly become significant outlets through which trends and fashion tips spread worldwide. The primary significance of fashion media in the fashion industry can be inferred from the pervasiveness of fashion magazines and various media outlets through which people all over the world can learn about fashion making it accessible. Fashion magazines such as the Vogue or the Runway Magazine, fashion segments on entertainment shows, as well as shows dedicated to fashion such as Fashion Television, in addition to, fashion blogs and press coverage provides publicity for the fashion industry (Iannacci, 2011). Vogue fashion magazine Founded in 1892 by Arthur Turnure, the Vogue magazine is an American fashion and lifestyle magazine, which is published on a monthly basis in 23 national and regional editions by the Conde Nast’s company; “vogue” is a French word for “in style.” By October 2013, the magazine had an average print of nearly 11.3 million copies and an average monthly online audience of about 1.6 million readers; the median age of its readers is about 37.9 and gender is predominantly 87% female and only 13% male. Vogue has emerged to be one of the world’s leading and most influential fashion magazines because it has a wide readership of over 11 million readers in the US alone, and over 12.5 readers all over the world. Anna Wintour, Vogue’s editor from 1988 up to this day (Anderson, 1988), is one of the most powerful figures in fashion today since she has revitalized the brand by making it younger and more approachable, by focusing on new and accessible fashion concepts for a wider audience. Fashion writing in the Vogue magazine incorporates lively language that has been described as “a vulgarized literary tradition” that utilizes various literary devices, from rhyming games to commonplace comparisons (Rangiah 2010, p.85). Debates on fashion media With the pervasive growth of the fashion industry in the modern age and its integration into mainstream society, a lot of attention has shifted to the industry through fashion writing, which disseminates new trends and fashion tips from the fashion world thereby making fashion accessible to a wider population in the public. Over the past three decades, fashion has been re-evaluated, not only in terms of its credibility as an area of scholarly investigation, but also in terms of its place, particularly in western cultures (McRobbie 1998, p.1). Fashion debates in fashion writing have often dwelt on the similarities and differences between fashion and art; for instance, Sung Bok Kim in an essay titled “Is Fashion Art,” contends that fashion writing is very different between art and fashion media. The overlying assumption in this assertion is that the criticality of journalist practice is dependent on the field explored; in that case, in as much as both art and fashion journalists report on fashion, it is the genre of media-- whether art press or fashion press, which determines the criticality of fashion writing. Other debates in fashion writing have also focused on the differences between art and fashion industries; according to one critic, Michael Boordro, in his essay titled “Art and Fashion,” art is art and fashion is an industry, art is beyond commerce, and fashion is not art. This distinction draws heavily from the commercialization phenomenon that is associated with fashion industry and the commercial nature of fashion; however, in the postmodernism age, fashion has been recognized as a cultural artefact within the visual arts since 1980’s. Since the art press begun publishing fashion writings, fashion has largely been conceptualized as art, indicating the increasing overlap between the art and fashion industries today. Despite that, art and fashion have different relations with commerce; whereas fashion has a blatant commercial aspect, art is largely discreet concerning commerce. The dissimilar relationships between fashion and art writing with commerce is a pointer to the divergent practices of each media; fashion writing reveals a gradual blurring of the limits that have conventionally isolated professional practice from corporate interests. Fashion journalists are currently under pressure since the boundaries between professional journalistic practices and corporate interests have been stretched substantially, thereby compromising the criticality of fashion writing. Since corporate interests have entered into direct relationship with journalist practices, fashion writing must promote and maintain good relationships with the fashion houses as sources of information. This results to timidity in the event of controversies and social conservatism in the politics of fashion in fashion writing; for instance, there are stories that cannot be published in the Vogue magazine for instance, despite their newsworthiness. Purpose of fashion writing Fashion writing serves various purposes, among them, the creation of fashion discourses, particularly the creation of fashion discourses regarding newness; the significance of the fashion industry today has led to the re-evaluation of fashion as a field of scholarly investigation thereby inciting interest in the industry. The centrality of fashion in mainstream societies and the intricate relationships it has with media has led the rise of various debates regarding various aspects of fashion and the fashion industry in general, thereby resulting to discourses; for instance, the socio-cultural dimensions of fashion have always instigated debates in the fashion industry. In light of all these, fashion writing acts as a means of building subject knowledge in the fashion field, by establishing and sustaining fashion discourses concerning the concept of fashion alongside its dynamics, fashion trends, among other aspects of the fashion industry. The Vogue magazine, therefore, serves the purpose of creating and sustaining discourses relating to fashion designs in particular, and the fashion industry in general; the magazine provides a platform for fashion discourses because it keeps people talking on matters of fashion sense. Apart from that, fashion writing serves a communication purpose since it provides relevant fashion updates that readers and fashion lovers seek in terms of what is new in the world of fashion (Twig 2013, p.141); in this respect, the primary function of fashion writing, therefore, becomes the reporting of fashion trends and tendencies in mainstream society. The Vogue magazine reports on all the new fashion trends and tips that are coming up day and night in the fashion industry, thereby making fashion accessible to people all over the world; to achieve this end, the magazine has acclaimed fashion journalists with thorough knowledge on fashion trends and the fashion industry in general. In this respect, fashion writing in the Vogue magazine encompasses comprehensive research to come up with up to date fashion information rather than merely relying on images and superficial first-impressions as bloggers often do. Fashion designs that are featured in the magazine are indicative of the primary role of spreading news of fashion trends across different cultures all over the world; fashion writing incorporates photography to present and illustrate cross cultural fashion trends and new designs. In addition to the communication purpose, fashion writing also serves a promotional function in the fashion industry; fashion writing is a perfect outlet for the promotion of fashion items such as new designs and outfits. Fashion writing is an effective advertising strategy for the innovative fashion trends that designers are coming up with in the fashion industry today, thereby bringing a commercial aspect to fashion media. Business partnerships between fashion designers and fashion magazines like the Vogue yield commercial returns both for the industry and for the magazines, and this explains the pervasiveness of the fashion media. In this regard, besides communicating fashion ideas to the readers, fashion writing serves a very fundamental function of promoting designer collections and lines of fashion stuff or accessories to potential markets; the Vogue magazine, with its wide coverage and circulation acts as a very significant media outlet for the fashion industry. The magazine has such a strong influence and powerful fashion appeal on its readers, particularly because it often displays fashion for all levels of society; this establishes connections between designers and the potential markets for their designs respectively. Fashion writing also highlights some basic fashion insights on such matters such as advice on garment fabrics, construction and fit, appropriate makeup for different skin tones, among other vital tips. Fashion magazines like the vogue act as primary sources of fashion advice that users, particularly women and youths, can exploit to revamp their personal looks to become more appealing and fashionable on the streets. For instance, the magazine features fashion ideas from other cultures and other inspirational fashion techniques that work regarding things such as colour combinations, shades; readers often can find this information very insightful. In this respect, the Vogue magazine performs a very fundamental function of influencing and shaping the fashion of mainstream society, besides merely reporting about it through fashion writing. The magazine helps readers to make appropriate judgment concerning what wardrobe is culturally suitable and appropriate, particularly given the high sensitivity to cultural ideals in the fashion world concerning age (Twig 2010, p.4). Fashion writing also explores the functionality of different wardrobes, for instance, the Vogue magazine often gives the inspiration, reason, or occasion for which certain types of outfits are most applicable. Such commentaries suggest the functionality of different designs to the readers using impressive language that creates an appealing mental picture in the audiences thereby inspiring their fashion tastes and attitudes (Vranica, 2005). Fashion designers exploit this platform to popularize their innovative designs to magazine audiences, and the inspirations behind those designs accordingly, to gain market entry in the highly dynamic fashion industry. The Vogue magazine will incorporate pieces that are tailor-made for different seasons such as spring, autumn, and summer, thus, every issue of the magazine is calculated to focus on the inspirational pieces of outfit that go with the seasons respectively. Fashion writing also comments on the fashion trends and practices in the fashion industry, besides mere reporting; in this respect, the vogue magazine serves the function of a fashion critic, providing insightful commentary on trends and practices in the fashion industry. Fashion journalists ought to be critical in their fashion writing, by being honest and backing up their writing with accurate information without trying to be vicious. Honest fashion critiques illuminate the fashion industry by revealing accurate details concerning hyped fashion trends and practices whether or not designers agree with them. Fashion writing, in this case, eschews promotional purposes and instead focuses on strict journalistic standards rather than allowing brands to dictate the terms of reporting done through fashion writing. Public relations function in the fashion industry often undermines objectivity in fashion writing because fashion executives will try to influence and shape fashion media for the sake of their clients. Conclusion Ultimately, the intricate relationship between fashion and media has evolved over the years, leading to the establishment of the distinctive field of fashion writing or fashion journalism, which exclusively focuses on fashion trends and tendencies in the modern age. The primary significance of fashion media in the fashion industry can be associated with the ubiquity of fashion magazines and various media outlets through which people all over the world can learn about fashion making it accessible. In recent times, fashion has been re-evaluated, not only in terms of its credibility as an area of scholarly investigation, but also in terms of its place, particularly in western cultures; fashion debates in fashion writing have often dwelt on the similarities and differences between fashion and art. The rise of innovative communication tools such as the internet and the pervasiveness of media in mainstream society have further enhanced the relationship between media and the fashion industry. Presently, editorial critiques, guidelines, and commentaries in television, magazines, newspapers, fashion websites, social networks, as well as, in fashion blogs over the internet have increasingly become significant outlets through which trends and fashion tips spread worldwide. Fashion writing serves a number of purposes, among them, creating and sustaining discourses relating to fashion in particular, and the fashion industry in general. Fashion writing also serves a communication purpose since it entails the reporting of fashion trends and tendencies in mainstream society, as well as, providing fashion insights and ideas that work in varying social-cultural settings; additionally, fashion writing also serves a promotional purpose by advertising fashion designs to the readers. Nonetheless, fashion writing provides critiques of the fashion industry, particularly on new trends and tendencies, or pieces of designers in the fashion world. References Anderson, S. H. (1988). Anna Wintour transferred to head vogue magazine. New York Times. [Online] Available at: http://www.nytimes.com/1988/06/30/arts/anna-wintour-transferred-to-head-vogue-magazine.html Iannacci, E. 2011, Fashion for the people, Rogers Publishing Limited, Toronto. McRobbie, A. 1996. Postmodernism and Popular Culture. London: Routledge. McRobbie, A. 1998. British Fashion Design: Rag Trade or Image Industry. London: Routledge. Merlo, E., & Polese, F. (2006). Turning fashion into business: The emergence of milan as an international fashion hub.Business History Review, 80(3), 415-447. Rangiah, A. 2010. The Art of Fashion Writing. Philament borders, regions, worlds. [Online] Available at: http://sydney.edu.au/arts/publications/philament/issue16_pdfs/rangiah.pdf Twig, J. 2010. How does Vogue negotiate age?: Fashion, the Body and the Older Woman. Forthcoming in Fashion Theory. [Online] Available at: http://www.kent.ac.uk/sspssr/staff/academic/twigg/paper9.pdf Twig, J. 2013. Fashion and Age: Dress, the body, and later life. London: Bloomsbury Publishing Plc. Vranica, S. 2005, Designer Draws Inspiration From Fashion Week Gathering, New York, N.Y. Read More