This is My YouTube: Fashion that’s accessible for all

Alison Lomax / July 2019

In our ‘This is My YouTube’ series, we explore how users — with different backgrounds, jobs and interests — are connecting, engaging and using content on YouTube. In this episode, three fashionistas talk about the videos that bring the fashion industry to life and inspires their styles.

Watch newsreader Tina Daheley, British Vogue’s Contributing Editor Sinead Burke and radio DJ and presenter Gemma Cairney chat to comedian Russell Kane about what they are loving on YouTube in our special Fashion edition.

Building on this episode, Google UK’s Alison Lomax, Director of Lifestyle & Retail, shares how YouTube is fast becoming the ‘new black’ for designers and brands, why Fashion Week is no longer all about the ‘front row seat’ and making fashion accessible for all.

For over a century, there was only one fashion platform that counted: the catwalk. And only an elite few got anywhere near the front row to view it.

Today, there’s a new fashion platform on the scene and of course, it’s the web. YouTube is fast emerging as one of the most influential spaces for fashion content, and now everyone can enjoy it – it’s no longer all about the front row seat.

For advertisers, the numbers are irresistible

A search for ‘London Fashion Week’ reveals over four million videos, with total views pushing billions. Not surprising then that even the glossy magazines are recognising that glossy videos are the future, with Vogue as a great example. In this episode of This is My YouTube, Contributing Editor to British Vogue, Sinead Burke, reveals one of her favourite formats to watch on YouTube is Vogue’s 73 Questions – a brand that’s developed beyond the pages. 

Beautiful fashion photography is still important but video gives a completely new depth to show off how the clothes flow, feel and behave. If a picture ‘paints a thousand words’, how much more can a video convey? This is exactly the sentiments of Newsreader Tina Daheley’s watching habits on YouTube: “In street fashion videos, it’s all about real people in real contexts that I could imagine myself in”, which inspires Tina to buy clothes she might not ordinarily purchase.

Making fashion content accessible for all

The Devil Wears Prada coined the fashionistas’ favourite brag “everybody wants to be us” and now, thanks to YouTube, everyone can. Creators are trusted source of information for viewers as they continue to emerge as fashion’s new storytellers. One of their most popular video trends is ‘haul blogging’ – where creators show and talk about the products they’ve bought. Top creator Victoria Magrath of Inthefrow publishes this type of content three times a week, doing hauls for luxury brands like Net-A-Porter as well as high street brands like ASOS.

The next big trend?

Of course, fashion is always searching for the next big thing, and Google and YouTube search stats offer an inside track on what the future holds.

Right now, sustainability is the industry’s hot topic (just ask Stella McCartney), and sure enough, Google data reveals that searches for ‘ethical clothing’ are up +1600% YoY, with ‘affordable ethical clothing’ up +533% YoY. ‘Organic kidswear’ searches are up 177% and ‘vegan women’s shoes’ is up 2100% YoY (Stella will be happy). Radio DJ Gemma Cairney talks about exactly this in this episode — about how fashion brands, like Monki, are using YouTube to change behaviour around buying and sourcing clothes.

Hotter than a pair of Nike Air Max 98s, more ubiquitous than a trench coat, YouTube is the 'new black' for both designers and brands. The diversity of content from fashion shows, to designers, to influencers, to historical archives, to publishers makes it the place for Fashion Weeks to live on 24/7.

So, how can the fashion world make the most of the web? Google tools, data and resources are here to help.

Discover more from our ‘This is My YouTube’ series here.

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