Milan Fashion Week 2022 online: the most discussed topics

Who and how he spoke of the last fashion weeks like Milan Fashion Week 2022 online† To the question he tried to answer, taking a more “qualitative” approach than other studies, “Out of the bubble”, An event by KPI6 And IZI Lab (streaming on April 14, 2022) from which a report of the same name has been taken.

The title refers to one of the most popular hypotheses about how the fashion system and its protagonists could have coped with the return of the fashion weeks at live shows and catwalks after two years of pandemic and in the midst of a global war, at least in terms of its implications, that is, “coming out of its own bubble” and inevitably facing and pushing internet users to confront themselves, even on important issues of public interest. But did that really happen?

Themes and users protagonists of the conversations at Milan Fashion Week 2022 online

The portrait of those who spoke online about Milan Fashion Week 2022, as traced by KPI6 and IZI Lab, seems quite in line with what has always been the most traditional fashion audience.

More women than menespecially in the age groups from 18 to 24 and from 25 to 24, the fashion shows have followed and commented online: the interest of the youngest in the Milan event confirms the results of other surveys that want to millennials and even more members of the generation z more interested in luxury[1] today than their peers ever were.

Among the other themes that are most dear to fashion addicts, there are especially theactualityi do you travelsee sportl’economy

Some macro themes that seem to interest those who have been following the latest Fashion Weeks online. Source: KPI6 / IZI Lab

To answer the question of whether and how fashion has managed to “get out of its own bubble” to accommodate other major issues of public interest, it is probably more useful to understand what those who read online about Milan Fashion Week 2022 spoke, spoke.

The only other emerging problem on Twitter seems, according to the analysis conducted for “Out of the bubble“, De war in Ukraine: perhaps because of the close temporal coincidence (the last Fashion Week in Milan actually took place from February 22 to 28, 2022 and the Russian invasion of Ukraine officially began on February 24), which additionally forced stylists and fashion houses to completely rethink their shows, such as Armani did, for example by showing his models without music[2] as a sign of respect and solidarity for the people of Ukraine.

However, there was also some discussion on the web around the theme ofinclusivity

topics discussed during Milan Fashion Week 2022 online

The war in Ukraine was the only other major problem facing the fashion public online in recent fashion weeks, more than what happened with inclusivity and especially sustainability. Source: KPI6 / IZI Lab

Surprisingly, sustainability is the big absentee of the net chat about the latest Fashion Weeks

The big absent one seems to be the . to have been durability: while Brand and the event organizers have reserved special spaces in the show for the idea of ​​​​a more sustainable and ethical fashion, the theme does not seem to be one of those that the public debate over the past fashion weeks has focused on, at least not online and not to an extent comparable to what happened last year. In part, this may also be due to the fact that a great “tech” theme caught the attention of fashion addicts this year, which is the first fashion week entirely in metaverse [3]

Selected content on Instagram and TikTok that also explicitly referred to the theme of sustainability (including hashtag like #fashion.sustainable#greenfashion#slow fashion#nofastfashion#sustainable fashionetc.), however, KPI6 and IZI Lab realized that a different facets of the “macro theme” sustainability also corresponds to a species different interaction by users.

There environmental sustainabilityunderstood in more detail as the commitment fashion companies need to reduce the environmental and climate impact of one of the industries now unanimously recognized as one of the most polluting is a theme that generates more to chatter And buzz on social media for example. Posts and content about sustainability in an economic sense of fashion, but above all Rates from engagement long† There is, however, a declination of the major theme of sustainable fashion, such as the social one, and that has to do with, for example, respect for the rights of fashion workers, which still seems to continue to exist.”in the back», As the two companies write.

sustainable fashion as it is talked about on social media

Users interact with sustainability-themed content in fashion differently depending on the approach it is treated with. Source: KPI6 / IZI Lab

By analyzing the conversations about the latest Fashion Weeks and Milan Fashion Week 2022 online and focusing on the conversations that featured the theme of sustainability, those conducting the analysis realized that how users talk about fashion sustainable also changes a lot depending on the platform

For example, on Instagram we would mainly talk about sustainability in an ecological sense, while sustainability on TikTok is mainly understood as economic sustainability; on Instagram there seems to be room for the themes of slow modewhile on TikTok there are still questions about whether or not to buy fast fashion

There is one theme that acts as a “connecting thread” between the two platforms and that is that of second-hand and it is a theme that, while creating discussions on Instagram, generates engagement on TikTok: in both cases, the conversations are animated by VIPs and famous people on the Internet as well as by influencer with smaller communities.

fashion and sustainability conversations on TikTok and Instagram

Some of the topics Instagram and TikTok users discuss the most when discussing sustainable fashion. Source: KPI6 / IZI Lab

Is it time to rethink how fashion is communicated online?

Rather than providing definitive answers to questions of whether and how the fashion system managed to “get out of its bubble” on a specific occasion, such as those of recent Fashion Weeks, “Out of the bubble“It seems to indicate that those already and in the future are increasingly a must-have for the communication of online luxury brands

The first is to think phygital, especially to the extent that the largest online participation around fashion themes continues to focus on major physical events such as fashion shows and fashion houses. The second has to do with the customization: the encounter of brands is all the more effective the more it takes place in the context of an experience “tailored” to the needs, expectations, interests of individual people and increasingly also to the causes that are important to them.

Good online communication is now also made for fashion companies with a good dose of targeted marketing and brand activism and this is demonstrated by the prominence of the war in Ukraine in the online conversations about Milan Fashion Week 2022, as well as the positive reactions that users have given to those companies that have been able to respond clearly, quickly, punctually and in line with their own vision e mission to the crisis – even reputation – that could follow to find themselves supporting one or the other nation in conflict.

Moreover, it is not necessarily customers who are talking about online fashion expectation but more often people than feed the I dream of one day owning products become iconic and a vehicle of recognition and connection: The lack of instant conversions should never lead companies to ignore what a goal strategic in all respects to give them the status of love mark they enjoy.

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