Inditex – the fashion retail giant and the dictators of beauty standards

It’s the sad truth that we all know too well – fashion brands do a very good job of dictating standards of beauty, whether that be how thin we should be, how much our cheekbones should protrude or what makeup we should wear. In fact, they scream this ideal at us through TV advertising, billboards on the street or glossy magazine adverts. Of course, the brands all tell a slightly different story, with their models portraying a different kind of beauty: this was all too obvious when looking at Inditex fashion brands. Inditex is one of the biggest fashion retails groups in the world with 8 brands and over 6460 stores in 88 markets – although each brand Inditex owns has slightly different images to represent its brand to its demographic, it’s clear that Inditex, through their eight brands, use a very similar standard of beauty.

 Zara

zara

To begin with: Zara, synonymous with quality. It is the most treasured jewel of Inditex and turns over 60% of the sales. Zara sells haute couture but in a more affordable way; its clothes are elegant through the mix of textures and patterns. It has a minimalist vibe and the brand shows beauty as natural through the use of basic clothes but with a distinct touch. The point is that this standard of being natural, with just a little make up and simple clothes, does not really fits with the models they use to do so: they are extremely pale, tall and flat-chested, with a serious or sad expression.

Bershka

bershka

To understand what Bershka is we have to look at its target, that is strictly young people with low budgets and a desire of being fashionable. In this context we find that the type of clothes that it offers are not relevant because of the quality, but because of the price. Bershka gathers different styles from boho-chic to a more urban one. So, this image is personified by thin young European models with shy smiles and a touch of colourful makeup – this clearly embodies youth, fashion-trends and affordability.

 Oysho

Oysho

Oysho is also a Spanish clothing brand dedicated to a niche audience but instead of casual urban, think sexy, feminine and fun. It’s dedicated to a female audience, seeking a variety of modern fashion fixes – underwear, home ware, beach and gym wear and of course, accessories. Less covered up compared to the Pull & Bear models (to be expected as they specialize in underwear), these predominantly Caucasian models team slim sun-kissed figures and natural make up with noticeably more intense expressions. As for the latest campaigns, the predominant look for SS’15, appears to be white and pastel coloured garments with either a thin and flows style or a detailed neckline. However, Beachwear SS’15 also features crop tops and sarongs with darker Aztec details and stripes.

Stradivarius

Stradivarius

Stradivarius is also a Spanish clothing brand that wants to sell casual and urban clothes. It’s dedicated only for women – it’s pretty feminine and playful. There is not much variety of dresses because they are focused on “street” style. Referring on models, they are similar to Zara ones. Both look sad and worried, looking down- in fact, they look rather melancholic.

Massimo Dutti

Massimo duti

Massimo Dutti is a brand is more elegant than Stradivarius, for example. The models are serious, with straight but very pretty faces and strong facial features. Regarding the clothes, they are very luxurious, made of cashmere – of course, a very expensive product.  The male models are especially masculine and sexy which is reflected by the seductive and very feminine women.

 Pull & Bear

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If you’ve been endlessly searching for a ‘simple’, ‘durable’ and ‘comfortable’ but still ‘fresh’ global style, then Pull & Bear ticks all of these boxes. Girls can forget about excessively made up models in heels and guys can breathe a sigh of relief as the male models wear jumpers and hoodies. Spain’s home-grown clothing and accessories brand caters to more of a niche audience – casual and affordable fashion seekers, with a distinctly young and urban edge. Standing tall (quite literally), pretty much all of the pale-skinned Pull & Bear models share noticeably petite frames and striking cheekbones. The poses and facial expressions full of either attitude or a nonchalant vibe back up the urban feel as the Pull & Bear models don trademark designs of memorable patterns or text. Currently, one of the newest collections is ‘Summer Vibes’; aiming to portray a modern mix of quality with creativity through boho, tropical, urban safari, indigo and crochet styles.


It’s like a game of spot the difference – yes, each model varies slightly from the other, be it the red dyed hair or floral trousers of Vogue-esque pose. But really, Inditex clearly promotes one ideal: white, tall, skinny girls with oval faces, button noses and high cheekbones. . It doesn’t matter if they’ve been put in some classy heels or some ripped denim shorts, underneath all the makeup and clothes and scenery they are extremely similar. How damaging is this for everyone that buys from these brands – to be faced with these similar images? There is no variation of beauty here: Inditex seem to say, if you’re not ivory white, six foot tall, size 34 with some killer cheekbones, then sorry pal, you’re just not our standard.

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Rape and Euthanasia: Two Controversies Collide

Aruna Shanbaug was brutally raped in a cubicle of Mumbai’s King Edward Memorial Hospital where she had worked as a nurse in 1973. For 42 years after the rape, she had been in a near vegetative state.

Ms Shanbaug was 25 years old at the time of her rape. She was changing from her nurse’s uniform into a rose pink sari to meet her fiance who was a doctor. It was at this moment that she was vengefully raped by Sohanlal Bharta Walkimi, a hospital sweeper. Mr Walkimi had earlier been publicly reproached by Ms Shanbaug after she caught him stealing food that was meant for the hospital’s dogs.

After the brutal sexual assault, Mr Walkimi also strangled her with a dog chain before walking away and leaving her to die. She was discovered 11 hours later but was unbelievably still alive. Although she had survived her near-death experience – and had emerged from a coma where some of her brain cells had survived the lack of oxygen supply – she lived conscious only of her pain.

Over four decades later on 16 May 2015, Ms Shanbaug was hooked up to a ventilator in King Edward Memorial’s acute care unit after she developed severe pneumonia. Two days later, her long years of suffering were over as her body seized of its own release at the age of 67.

The nurses at King Edward Memorial's Hospital at Aruna Shanbaug's funeral.
The nurses at King Edward Memorial’s Hospital at Aruna Shanbaug’s funeral.

Pinki Virani is a journalist who had been campaigning for Ms Shanbaug’s right to end her life. However, Virani did not push for her mercy killing, but instead she wanted a legal end to her being force fed – and she took the case all the way to India’s Supreme Court.

Aruna Shanbaug unknowingly became India’s metaphor for the right to life as the nurses who tended to her disagreed with Ms Virani. They argued that Ms Shanbaug responded well to stimulus and enjoyed eating fish curry, although it was fed through a tube. The nurses stand was upheld in the shocking dismissal of Ms Virani’s petition in 2011.

The irony of the situation however, was that the judgement allowed for euthanasia to happen in rare cases (up until then it had been illegal in India) but it was denied to Ms Shanbaug, the woman who been at the centre of all the changes.

Ms Virani even published a book, Aruna’s Story, where the journalist writes of her long legal battle to free Ms Shanbaug from her agony and indignity. She also acknowledges the tender care of the nurses who had looked after her over the years but this did not stop her becoming the villain of the book.

Pinki Virani's book
Pinki Virani’s book on Aruna’s Story.

After Ms Virani’s case reached the Supreme Court, nurses of King Edward Memorial hospital held placards that read: “Pinki Virani Murdabad [Down with Pinki Virani]”.

The nurses claimed that they had looked after Ms Shanbaug for 37 years and this meant that she belonged to them and had become their bond. The Supreme Court took the nurses’ side as they eventually dismissed Ms Virani and her petition.

The court did commend Ms Virani for bringing the controversial subject of euthanasia into the public eye, but it rejected her right to be the victim’s “next of kin” in the absence of Ms Shanbaug’s family who had abandoned her.

This seems very unfair for the woman who had for many years been the sole voice for the forgotten Aruna Shanbaug, but it was also even more unfair to Ms Shanbaug who only knew a life of pain after her brutal rape. Any improvement noted by the nurses who had looked after her all those years were minimal, or near non-existent, considering the amount of pain the 67-year-old had suffered for so long.

Since 1973, attitudes towards women and their rights has not really changed. Although on paper girls now have the same access to education and the job market as boys do, in reality, girls are still expected to become housewives and if they do have a job, it will be one that is less paid and a type of job that will fit in around their husband’s schedule. Women are not expected to be the primary breadwinner and society expects them to serve their husband and family first.

Therefore these traditional and patriarchal values towards women allows rape culture to flourish, as it did in the 1970s with Aruna Shenbaug and still flourishes in the 21st century with Jyoti Singh Pandey – the deceased victim of the 2012 Delhi bus rape.

The second controversy in India is the legalisation of euthanasia in rare cases. This change was brought about due to the media and public attention on Aruna Shenbaug’s case, however, she was denied the right to die herself. No one objected to the court allowing people the right to die, but at the same time, not many people objected to the fact that Aruna Shenbaug’s plea was rejected, despite the fact she had been in a near vegetative state for 42 years.

This is another classic example of India artificially appearing to make changes to their system and presenting themselves as a modern-thinking society. However, when you look deeper, everything is very much still the same as the men in power (as it is still mostly men that are in power) deny women the right to freedom and also their dignity.

Future is stranger than movies

Marty Mcfly traveled to 2015 with De Lorean in Back to the Future II and we are living in that time now. Time travel machines are not available yet but many gadgets we saw in science-fiction movies are becoming real. Videophone has became so popular that your grandmother can use and tablet computer is your necessity for everyday’s life. In future, it is expected to see a lot of new technology that we have dreamed of watching movies, and that goes beyond movies.

1. Hoverboard in Back to the Future II (1989)

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The magical board that flies in the air known as Hoverboard, is on sale in 2015. It uses magnet just like magnetic levitation trains to fly over the ground.It is sold for $10,000 and available in their website.

http://hendohover.com

2. Memory erasing technology in Eternal Sunshine of the Spotless Mind (20o4)

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The study to erase certain memories is actually under investigation by many researchers. New York University’s psychology and neuroscience professor Joseph LeDoux, have already been able to target and eliminate certain memories in rats. And researchers in California University claimed that it is possible to erase specific memories by stimulating nerves of brain with optical laser.

3. Digital Tattoo in Memento (2000)

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This digital tattoo is going further than tattoo in memento, this tattoo communicates. Small digital tattoo with information would be implanted under the skin and powered by your body’s electro-chemical energy to interact with things that you touch. Possibility of use is infinite; from exchange of your medical information, unlocking door to exchange of your personal information with your date.

http://www.fastcodesign.com/3036175/from-the-designers-of-fitbit-a-digital-tattoo-implanted-under-your-skin

4. Body WiFi

This one is not in movies we have seen. According to an interview with Gadi Amit, a leading designer of wearable devices, people will soon have up to ten wearable devices on their bodies and clothes monitoring their health, organizing their social lives and responding to their emotional needs.But every gadgets would work smoothly with wifi? The possible answer might be this; we implant wifi in our body.

http://eandt.theiet.org/news/2015/apr/body-wifi.cfm

5. Siri in Her (2013)

Her

If a body is only material part of human being, emotion comes from heart. So what would happen if machines have heart? Her shows us a type of love that we would have in future and Siri is just a beginning.

Technology we have dream of watching movies are becoming real and it is going even further. A development of Artificial Intelligence (AI) and robots is remarkable and soon we would see robots with emotion. In Ex Machina, robots have human emotion and also sex appeal.

On the other hand, it is inevitable to say that that we have vague worries that machines would take over every activities of human being; job, communication and love. Even now, a lot of our activities rely on technology. Social network changed the way of communication and a time you share conversation through Internet is getting more than a time you have with real people. Who have not checked whatsapp even having a company with you? Many people could not even start their job without computer and Internet. It has became common to use Facebook or Tinder to search for relationship and there are people who send only messages to end it. Relationship starts and ends without physical contact in the age of technology.

Where are we heading to? The possible answer might be in Her.
Possession, existence and physical contact would have less meaning and the connection of heart and self-satisfaction would have more importance in the age of technology. It might be called as our evolution of love.

スクリーンショット 2015-05-19 23.50.25

No Job for a Woman

There are many heroic stories about war journalists. They get kidnapped and escape, they receive threats and stay, where they are. They represent the light of press freedom and the notion that the world is at least watching; even then everything else seems lost. Most of these stories share one feature: The protagonist is male. Where are the inspiring female war journalist and what are their stories?

Not a Footnote – Martha Gellhorn

Gellhorn
Marta Gellhorn (© WorldMediaRights 2011-2012)

Marguerite Higgins, Dickey Chapelle, Ethel L. Payne – there are several female journalists and war correspondents that deserve to be mentioned and praised. They all were pioneers in their fields and role models for following generations of female journalists. But if I needed to pick only one, it would always be Martha Ellis Gellhorn.

She was born on the 8th of November 1908 in St. Louis, Missouri and grew up to be one of the most influential, controversy and important journalists and war correspondents of her era. She left the Bryn Mawr College in Philadelphia before graduating to pursue a career as a journalist in 1929. She had several employers but her journey really started in 1937, when she followed a famous American author to Madrid in 1937 with only $50 in her pockets to report about the Spanish Civil War.

This novelist was Ernest Hemingway, maybe the most famous American writer of the 20th century. He became her first husband in 1940 and encouraged her writing. She delivered her first article from Spain to Collier’s Weekly telling a story about the death of a woman running across a square with her small son during a bombardment. Collier’s Weekly liked it and Martha Gellhorn found her voice as a journalist. Her most memorable reports date back to this era.

She was the only journalist who really witnessed the landing in the Normandy during the Second World War as a participant. Collier’s Weekly had previously preferred her husband in reporting on the invasion. Therefore she covered D-Day by stowing away on a hospital ship and going onshore as a stretcher-bearer. Later she witnessed the Allied forces’ liberation of the concentration camp in Dachau. She wrote her probably most famous piece about it. It was named “Dachau: Experimental Murder” and is a very vivid and emotional description about what she has seen, heard and smelled during her visit to Dachau. This article was later named one of the articles “that shook the world” by the New York Review of Magazines.

At the end of WW II Gellhorn’s and Hemingway’s marriage got to an end as well. He was discontent and resentful with her restless life and schedule as a popular reporter and she didn’t want to make his wishes the priority of her life. She later said that she never had the intention to be just a footnote to somebody else’s life. Therefore she divorced him and started working for the Atlantic Monthly. She covered the Vietnam War, the Six-Day War in the Middle East, civil wars in Central America and even the Eichmann trial in Jerusalem. She reported on virtually every major world conflict that took place during her 60-year career.

After WW II she became very critical of the US government and left her home country for France, Italy, Cuba, Mexico and Kenya, before she finally settled in London. Even at age 81 she travelled to Central America to provide a critical coverage on the United States’ invasion of Panama in 1989. But four years later she declared herself to be too old to go to Bosnia after war broke out in 1993, saying that “You need to be nimble.” for such an undertaking. She died on the 15th of February 1998 in London by a drug overdose after a long battle with cancer and near total blindness.

The Martha Gellhorn Prize for Journalism is awarded annually in her honour. She was one of the greatest war correspondents of the 20th century. Her style of writing, her attitude and appearance became shining examples for following female correspondents. She paved the way for many great women in the same field after her.

What has changed? – Marie Colvin

Colvin
Marie Colvin (© “On the Front Line: The Collected Journalism of Marie Colvin”)

One of these women and maybe the most inspiring one was Marie Colvin. She died on the 22nd of February 2012 while covering the siege of Homs during the Syrian Civil War. Telling her story means explaining, what has changed from Gellhorn’s era to Colvin’s times.

She was born on the 12th of January 1956 in Astoria, Queens, but grew up on Long Island in New York. She graduated from Yale University in 1978 with a bachelor’s degree in Anthropology. During her studies she had already decided to become a journalist. She worked for several employers before moving to The Sunday Times in 1985, where she stayed until her death. She started as the newspaper’s Middle East correspondent in 1986 and became the Foreign Affairs correspondent in 1995. But she remained specialized in the Middle East. She was the first Western journalist to interview the Libyan leader Muammar Gaddafi after the US bombing of Libya (Operation El Dorado Canyon). Later she also covered conflicts in Chechnya, Kosovo, Sierra Leone, Zimbabwe, Sri Lanka and East Timor.

In 1999 in East Timor she refused to leave a refugee camp with 1,500 women and children, when Indonesian-backed forces approached. She stayed and reported for The Sunday Times and on television. She was later credited with saving these lives from a very likely massacre.

Two years later she was wounded in Sri Lanka while crossing from a LTTE (Liberation Tigers of Tamil Eelam) controlled area to an area controlled by the government. She lost sight in her left eye after a grenade blast, but still managed to write a 3000-word article and meet the deadline. She had been wearing an eye patch since then.

In February 2012, she covered the Syrian Civil War, even though the Syrian government tried to prevent foreign journalists from entering Syria. She appeared in her last broadcast on the evening of the 21st of February describing the bombardment of Homs as the worst conflict she had ever experienced. Colvin died one day later together with the French photographer Rémi Ochlik. The Syrian government blamed the rebels even though the Syrian Army shelled the building, where both journalists stayed. Her funeral took place in Oyster Bay, New York on the 12th of March 2012.

What has happened? Gellhorn and Colvin are both American journalists and covered conflicts worldwide. They are both known for being full of courage, fearless but never foolhardy. They are both known for their vivid, emotional style of writing and for their passionate belief in the need to report on conflicts from the frontline. They were both committed to reporting on the realities of war, especially the effects on civilians. Yet, one of them remained in control over her life until the very end, while the other became a victim in one of the most brutal civil wars so far. What has changed?

Many veteran war correspondents say that it all started with the Yugoslav wars from 1991 to 2001. Suddenly journalists were not off the limits any more. Instead they even became a new target. Wars have always been propaganda wars as well. There is no better way to discredit the other side than by claiming that the others have killed civilians or especially journalists. There is no better way to win the propaganda war than to point at the other side and to say: “See, they are the cruel ones!”

After Marie Colvin was wounded in Sri Lanka in 2001, she said that she believes that her attacker knew exactly what he was doing. Before he threw his shell, she shouted several times “Journalist, journalist!” but he still tried to kill her. The case in Syria was similar. The Syrian Army knew where the foreign journalists had gathered in Homs, heavily shelled the building and later blamed the rebels.

Maybe Martha Gellhorn was just lucky to leave the business in time by feeling too old to cover the Bosnian War. Because for both women war wasn’t about doing a few quick interviews and writing up a quick story: they experienced war alongside those who suffered in war, and their writings had a particular vividness because of what they had dared to see and experience.

To say it with Marie Colvin’s words: “Our mission is to report these horrors of war with accuracy and without prejudice. We always have to ask ourselves whether the level of risk is worth the story. What is bravery, and what is bravado? Journalists covering combat shoulder great responsibilities and face difficult choices. Sometimes they pay the ultimate price.”

POSITIVE DISCRIMINATION: Why is a good bet?

The decision to decorate a term so hard (discrimination) with an appendix that does good (positive) has not borne fruit. This is a debate that arose in connection with the approval a law against homophobia by the Parliament of Catalonia. After reading and listening to people’s opinions on the topic of positive discrimination, the most widespread thesis was: “Positive discrimination, because it is discrimination, can not be positive.  It undoubtedly leaves out most of society.

AAAAAA

The term positive discrimination comes form two words. The combination between positive action, which is specifically the measures that attempt to promote equal opportunities to men and women, and reverse discrimination, those are the measures more effective of the positive action like are the quota system, that guarantee the minimum of places, and the preferential treatment.

There is a vast amount of women’s cases in the legislation because this group represents the 49,5 of the population. The clearest case is the quota system that promotes the normalization and equality to the women and men in the work.

One example is the history of Jewish people. In a way, we can consider the state of Israel an example of a solution to historical injustice. Surely there were many more factors, but it can be considered as a possibility. Regarding the Catalan language, Miquel Siguan, catalan psychologist and writer, promotes the compulsory education in the minority language in order to                                         .

positive-discrimination

normalize Catalan. As the formation of the state of Israel, in this case, obviously were many more influential factors. For example, Catalan is the traditional language of the region.

The term justice is defined as “to give everyone the due he deserves.” Groups of society benefited from affirmative action laws are historically marginalized communities, and now somehow still suffer exclusion or discrimination. It would not make sense to give these privileges to communities forever. The success and why affirmative action is necessary is to promote justice until the day comes that the laws are no longer needed. If discrimination laws that protect communities fall into disuse discrimination manifests and will triumph over all the progress made thus far.

New Apple TV and the future of TV

Apple-TV-concept-images

Apple TV is an underestimated product of Apple.

Everybody talks about iPhone, iPad or Apple Watch but Apple TV never has its spotlight.

But rumor has it that this small box is going to get some big updates at the company’s Worldwide Developer Conference (WWDC) in June that could change your lifestyle in future.

What is Apple TV?

Apple TV is a streaming media player that can receive digital data from a number of sources and stream it on the TV screen.

It provides now 39 channels including VEVO, Youtube, Trailers, Vimeo, TED and ABC news through internet service.

Users can choose channels and contents they want to watch and also can buy movies and music on iTunes store.

What can you do with new Apple TV?

1. Game, game and game

appletv2012-4l

Apple TV will have its own fully-fledged App Store, which means you will be able to download games directly from App store.

It is rumored to feature a Game Store at launch that lets users download games directly to their Apple TV and users might just use iCloud as a main storage facility for games.

2. Voice navigation with Siri

apple-tv-siri

New Apple TV will be equipped with Siri, which means you will be able to control it with voice smoothly without clicking keyboard on screen.

Also, Siri could recommend and record TV programs and movies matched for your taste.

3. Remote control of your house

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HomeKit support will be added to the Apple TV.

HomeKit is a system that control multiple smart home devices in a user’s house remotely such as lights, doors and locks. A combination of Siri and HomeKit will enable to lock the door, turn off lights and turn off TV only by saying ‘I go to sleep’ to Apple TV.

HomeKit-equipped Apple TV will work as a hub to pass commands to control devices when you are outside of home.

4. More TV and more movies

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Apple plans to launch a television streaming service in September that will include around 25 channels, which will include big networks such as ABC, CBS, and FOX.

It’s also said that the service will be available on all iOS devices, including the iPhone, iPad, and Apple TV, and will be priced at $30 to $40 per month.

You will be able to stream any movies and TV programs you want and watch it as many times as you want.

Future of TV

It has been said that young people are watching less TV these days and spend more time on the Internet.  Why? Because they want fast and fresh information when they want.

We are heading to the future where consumers want the ‘Three W’s’: whatever content they want, whenever they want it, wherever they want it. Apple TV will enable to search and stream numerous contents on the TV screen. You will not be passive only receiving contents provided by TV production companies and will be active searching the contents you want to watch and share them with social network services.

Apple TV is expected to revive TV and its function to provide authorized information.

A future entertainment service will be  an aggregate of all contents of the world that make it easy to search, select and share on a neutral platform.

Do you still wonder if you should buy it or not?

Here is a flowchart to make your decision easier.

should u get apple tv?.001

ryoko

The underlines of Instagram and Fashion

Fashion has always been an undetermined topic, whether it is because of the country, the market or the brands, it has always been a hard target to focalize.
Also it is a business that continues to grow day to day, it diversifies in tons of different platforms, and also in different products.

4485-Athens-Streetstyle-Aimee-Song-Of-Style-Paris-Fashion-Week-Fall-Winter-2014-2015-Street-Style

The important part is to know how to keep track of it. How trends have been developing and the evolution of the industry. Because fashion is continuously re-shaping it´s way of presentation.

In some of the past years, different fashion brands have been using different media to expose their products, but one of the most popular has been Instagram.
This social media has represented the perfect platform to show fashion products, maybe it´s because the immediacy of the picture, maybe it´s because the time and that there´s continuously new images, among other possible conclusions.

chiara-ferragni-moschino
But the important part of it is not to only see social media or Instagram as a fashion-advertising platform. Probably one of the principle questions might be, why? And how?.
If we could analyze or go to the background of how an Instagram picture happens, we can see underlines the big quantities of money that brands pay to bloggers in order to post a picture with the clothe.
This has been an on going business in the past couple of years; the idea of the blogger may be already finished. What is referred with this, is the idea that people are not interested in reading about the brands, they are not interested in accessing a blog, what they are aiming for is, visual content and Instagram has it.

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“Creíamos que estaba todo inventado en street style, y lo que Moschino ha hecho ha sido plantearnos la necesidad de poner a la venta de forma instantánea las prendas que muestras en pasarela y que ya has cedido para street style. El ejemplo de Moschino nos está haciendo replantearnos que los tiempos, incluso en producción y ventas, no deberían ser otros. Ha sucedido así con Loewe, por ejemplo, que ha acelerado su calendario comercial”, señala Jesús Ferrín de la agencia Finally, que gestiona la estrategia de comunicación de marcas como Tommy Hilfiger, Levi’s, Desigual, o Hoss Intropia, entre otras.
“Prácticamente ya consideramos el street style como un canal más de comunicación. Es un escaparate más para una agencia de comunicación y una forma de mostrar las piezas de nuestros clientes. La gran diferencia con otros soportes que hemos manejado es la inmediatez. Es una editorial al minuto, al instante”, nos explica Ferrín. “

So, what are we really looking in the fashion bloggers social media pictures, is it really their style or they are just posting for money, when the thin line of personal style gets blurred by the ambition of money and image commercialization.

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Aparecer en un estilismo en una foto de Instagram, con su consiguiente etiqueta (el famoso ‘tap to see credits’), supone una exposición a cientos de miles seguidores ávidos de inspiración de nuevos looks. Todo esto, por supuesto, rentabilizado. En una entrevista a Gala González para El País se dejó caer que la blogger llega a cobrar 1.200€ por un tweet mencionando una marca y 1.800€ por un Instagram. La diseñadora Rebecca Minkoff negoció con Rumi Neely (Fashion Toast) para que por 3.000$, la blogger luciera su colección denim el pasado verano. En informaciones de WWD, el acuerdo nunca llegó a firmarse. Neely tiene más de 500.000 seguidores en Instagram, y sus fotografías consiguen una media de 12.000 ‘Me gusta’. Las estrategias diseñadas para Instagram van en aumento. Calvin Klein centró esta red social su campaña #mycalvins, para la cual contó con bloggers como Leandra Medine (Man Repeller) y Chiara Ferragni (The Blonde Salad).