There is no doubt that the environment of fashion is in a state of, well let’s just say, chaos. No longer are there a few leading trends in the Fashion Scene pages of magazines or the trend reports online, but a plethora of drastic contrasting styles from the couture and boutique revolution to logos and punk attire. With the influence of fast fashion and the “See Now, Buy Now” model, consumers and the fashion elite are always kept on their toes. There also is a shift with women taking the lead of major labels in a world where mostly male directors have held reign.
The Kit – Canada’s full source for fashion and beauty – leverages its print, digital and social platforms to engage and communicate the newest trends and fashion news to its readers at a drastic pace. Just recently The Kit Compact – The Kit’s monthly magazine – has launched nationally to increase its style influence to readers in major cities across the country.
It was perfect timing to have the opportunity to learn more about this fast-paced fashion environment from The Kit and The Kit Compact’s Fashion Editor, Jillian Vieira on what trends she is witnessing in the industry and where she finds her style influence.
What is the biggest surprise/change you’ve seen in the fashion industry over the past year?
“I’ve been in the industry for six-ish years now, and the pace at which things are changing—who we call “fashionable”, how we consume content, who we trust to deliver authenticity—continues to amaze me. Even five years ago we couldn’t have imagined how pervasive social media’s impact would be. For a while, these new platforms were fresh and more importantly, democratic—a facet I’m absolutely in favour of. Now, though, it feels like the landscape has become incredibly diluted. We’ve recently heard the whole Vogue vs blogger debate and I can definitely appreciate both sides. But I’m left wondering: if it’s not print and it’s not social then what’s next?”
Do you see any disruptors or game changers in your industry? And if so, why are they so important to the progression of this industry?
“Topics surrounding women’s rights (ie. power, equal pay, etc.) have permeated the collective conscious as of late, and it’s for this reason that female-fronted fashion brands are the ones exciting me most. Don’t get me wrong, I always love a good Altuzarra, J.W. Anderson or Gucci collection. But I’ve always found it bizarre that men make up a vast majority of the leaders/directors of women’s brands. The Mulleavy sisters at Rodarte, Marta Marques of Marques’Almeida, Simone Rocha and on a smaller scale, Yael Aflalo of Reformation, in particular, say fuck it to trends, fast fashion and all that’s expected of them. I’m grateful that their uniquely female perspectives have led to major success.”
What influencers/individuals do you follow religiously to get your inspiration from?
“Unsurprisingly, I’m very visually driven, so Tumblr and Instagram continue to be constant sources of inspiration. My photographer friends often link to cool model-slash-real girl accounts in my Following tab (some of whom we scout for our stories, which is why I’ll keep them under wraps!) And my Explore page, while awash with paint mixing vids, staged “influencer” shots and ahem, Bachelor franchise content (how did that get there?), often produces some cool-image aggregate accounts. I’m particularly into @rentalmagazine, @c_l_o and @100_s at the moment. I also love perusing non “women’s interest” mags, including GQ, Bon Appétit, National Geographic—for untraditional approaches to delivering stories.”
Do you see any major trends approaching in the fashion world that might surprise others?
“Perhaps trends won’t be our guiding light as much anymore? It’ll also be really interesting to see how this “See Now, Buy Now” trend plays out. It makes my job a little difficult/different, but I’m hoping that the consumer, the fan, the women actually reading my work, will have a say in what they actually want to see.”