This Just In: Fashion Announces Its Ability to NOT Follow Trends

My world was atwitter (pun intended) yesterday upon the appearance of Lauren Benet Stephenson’s story in WWD entitled, “Social Media Rewrites the Rules for Brands.” The big news (gasp!) was that Gucci, Oscar de la Renta, Donna Karan and other fashion overlords are now baptizing social media platforms as valid and acceptable modes of communication.

Now, my initial reaction to the cover story was one of anticipation. I was excited to read the story to hear about, oh I don’t know, something NEW as in “news” that was happening. But it was a total snooze. I was more than disappointed. I was embarrassed for my industry, which I often defend to friends who work for the State Department and economic think tanks.  

I really felt that the entire article made us (all us purveyors of fashion and style) look like dinosaurs. We, the people who supposedly predict what billions will be purchasing and lusting after for fall 2010 in July 2009, are talking about Facebook NOW. Here in lies my issue. And, furthermore my friends, when we are all clearly WAY behind the times can we not announce it on the cover of our industry bible? The headline may as well have read: “Social Media Exposes the Close Minded Nature of the Fashion Industry.” Now, there’s a story I’d like to read in WWD. Oh, snap.