That’s a good thing, she added, “considering fashion’s relentless pace and the need for more conscious consumption. It’s worth noting, said Lubin, that “not all of these trends translate into sales”. “I searched the Naked Wolfe hashtag and we had 1 million views, two weeks later we were at over 100 million,” Mance added. At one point, they were selling over 5,000 pairs a week. “Consumers started to broaden their horizons and it gave brands like ours the opportunity to showcase our designs without having to have a traditional runway,” she said. Naked Wolfe co-founder Bronte Mance credits the pandemic for driving the success of the brand’s platform boots. Spanish singer Rosalía has also been pictured in platforms. In February Kourtney Kardashian posed in a pair of the boots and a strapless bodysuit from sister Kim’s shapewear line Skims. During Paris Fashion Week last month, model Hailey Bieber teamed a pair of chunky black boots with a pink silky knee-length dress. In the case of platform boots, it helps that the shoes have been worn by a number of fashion-forward celebrities. Hailey Bieber wearing platform boots during Paris Fashion Week last month. “Before you know it, you have an army of fashionistas reviewing your product, and it just catches fire.” Then the “power of community” takes over, explained Cassandra Russell, TikTok’s head of fashion. The new fashion trajectory starts with a hashtagged TikTok video ( #nakedwolfe has had 113.6m views). “Having this platform where people are free to post their own style has given different voices more sway with what becomes popular – the cycle has never been so unpredictable.” “That linear trajectory has been upended,” said Lubin. Trends, she explains, are decreed by one small circle of fashion editors, and the rest of us are powerless to resist. The colour of her “lumpy, loose sweater … was selected for you by the people in this room”, Priestly says. In an acerbic monologue, editor-in-chief Miranda Priestly – a withering Meryl Streep – explains the traditional trend trajectory to her fashion-refusenik assistant, played by Anne Hathaway. The fashion industry has always had a gatekeeper community,” Lubin said, recalling the iconic ‘cerulean’ scene in The Devil Wears Prada. “What we’ve seen is lots of smaller niche brands entering the conversation. The video-sharing platform has “levelled the playing field”, said Katy Lubin, Lyst’s VP of Brand and Communications. So how does a £300 Y2K-style Glam Rock boot that isn’t exactly suitable for the school run or office drinks hit the hotspot?
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