Social Media Influence
While runway shows remained a key event to present the next season’s trends, social media has become one of the recent driving forces in fashion. As influencers have a wider reach, fast fashion retailers relied upon styles emulated by some influencers such as Kim Kardashian and Kylie Jenner in producing their next collection.
Punchy and vibrant hues dominated the fashion influencers’ Instagram pages during the SS19 season. Among colours that were showcased the most include vibrant orange, yellow, pink and royal blue. Neon green, which was introduced in 2018 was still going strong this season.
Pastel colours, particularly lilac, were popular too. This colour, which also appeared in this season’s Pantone colours, was popularised by Kylie Jenner as she wore a lilac Versace dress at the 2019 Met Gala. The purple shade, which did not take off in 2018 when Ultra Violet was announced as the colour of the year, turned out to be more popular in 2019.
Since influencers typically curate their feed through the use of colours as part of creating their identity, it is then highly influential for consumers who have the shades reiterated.
In the subsequent pages, we pulled together the bestselling styles for the key fashion colours this season – Sunset Flare and Feminine & Fun for a visual understanding on what has worked for fast fashion throughout SS19.