Glossy perfection is off trend – give us the reality!

Overly staged, heavily filtered social media content has really lost its appeal with consumers. While fashion brands have built their reputations around perfect glossy model shoots and flawless influencer content – the changing consumer no longer finds this content as relevant. Today they seek more genuine authentic content featuring real-life people from diverse backgrounds – people that they resonate with that are more realistic reflections of themselves.

This is a great bonus to smaller labels who don’t have the budget for extravagant photoshoots or expensive influencer campaigns. Instead, these emerging labels can create content using their friends, family and customers – showing the real people who their brand appeals to. This form of social proofing will give greater returns as the customer connects the connect.