Videos in general have been very useful in promoting the fashion industry. This is evident not only from television shows directly spotlighting the fashion industry, but also movies, events and music videos which showcase fashion statements as well as promote specific brands through product placements.
Fashion public relations involves being in touch with a company’s audiences and creating strong relationships with them, reaching out to media, and initiating messages that project positive images of the company.
As fashion concerns people, and signifies social hierarchies, fashion intersects with politics and the social organization of societies. Whereas haute couture and business suits are associated by people in power, also groups aiming to challenge the political order also use clothes to signal their position. The explicit use of fashion as a form of activism, is usually referred to as “fashion activism.”
Fashion designers and brands have traditionally kept themselves out of political conflicts, there has been a movement in the industry towards taking more explicit positions across the political spectrum. From maintaining a rather apolitical stance, designers and brands today engage more explicitly in current debates.
For example, considering the U.S.’s political climate in the surrounding months of the 2016 presidential election, during 2017 fashion weeks in London, Milan, New York, Paris and São Paulo amongst others, many designers took the opportunity to take political stances leveraging their platforms and influence to reach their customers. This has also led to some confusion around democratic values, as fashion is not always the most inclusive platform for political debate, but a one-way broadcast of top-down messages.