The 70's Revival.
Instagram Carousel Post
It has been argued that fashion trends are often reflective of certain decades, including the 70’s. This concept is something that interests me, and therefore I wanted my carousel post to link to this idea. I specifically drew upon the recent revival of 70’s fashion that has now fused with modern fashion and its style. To effectively communicate this idea I went through a strategic creative process.
This process included researching a variety of patterns and clothes that were popular in the 70’s (See Appendix A and B). From this research, I felt there was an abundance of warm colours throughout the patterns and clothing. As a result, I decided to feature a series of orange shades in my post. It has been suggested that orange holds an evocative and motivational power over individuals who interact with social media posts that feature orange (Marais, 2022). Thus, I felt that this design choice would be useful to incite a positive emotional response whilst communicating content that emulated the 70s. This creative process also involved finding a variety of images illustrating 70s fashion to include in the post. Studies have supported the use of images as an ‘effective Instagram element that can significantly increase engagement’ (Jones and Lee, 2022). Therefore, by balancing the use of text with images, I could maintain the interest of individuals interacting with the post.
Peer feedback highlighted that it was clear what I wanted to communicate. It was also noted that the contrast between black and white versus coloured photos created an effective reminder of the fusion of eras I was trying to illustrate. However, this feedback also suggested that an illustration of brands that are currently selling 70s inspired clothing would have been effective. It was stated that this effectiveness would have stemmed from the individual being able to link the content to their own personal experiences. This highlights the importance of consistent reflection regarding consumer perspectives when creating social media content.
Appendices
Appendix A - 70s pattern collage
Appendix B - 70s inspired fashion Pinterest board
Appendix C - Early construction of post
Appendix D - Continued construction of post
References
Dresch, E. (2022). 2022 Key Fashion Trends. [online] Culture Whisper. Available at: https://www.culturewhisper.com/r/fashion/key_fashion_trends_2022/16690#:~:text=8%20-%20Bohemian%20chic [Accessed 9 Mar. 2023].
Jones, A.R. and Lee, S.J. (2022). Factors Influencing Engagement in Fashion Brands’ Instagram Posts. Fashion Practice, [online] 14(1), p.2. doi:https://doi.org/10.1080/17569370.2021.1938820.
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Lorynn Divita (2019). Fashion Forecasting. 5th ed. [online] New York: Bloomsbury Publishing , p.103. Available at: https://www-bloomsburyfashioncentral-com.bathspa.idm.oclc.org/encyclopedia?docid=b-9781501338663 [Accessed 9 Mar. 2023].
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Marais, A. (2022). The Role Of Color Psychology In Social Media Marketing. [online] Preppr Blog. Available at: https://blog.preppr.com/color-psychology-marketing/ [Accessed 15 Apr. 2023].
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Winterman, D. (2009). BBC NEWS | UK | Magazine | The Life Cycle of a Fashion Trend. [online] Bbc.co.uk. Available at: https://news.bbc.co.uk/1/hi/8262788.stm [Accessed 9 Mar. 2023].
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Zeitgeist (n.d.). The 70s Fashion Trends and Style Icons That Defined the Decade. [online] Zeitgeist. Available at: https://wearzeitgeist.com/vintage-fashion/70s-fashion [Accessed 9 Mar. 2023].
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Image references
Getty Images (2021a). Farrah Fawcett. [Online Image] ELLE. Available at: https://www.elle.com/fashion/trend-reports/g28520318/70s-fashion-style-trends/ [Accessed 9 Mar. 2023].
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Getty Images (2021b). Kendall Jenner. [Online Image] InStyle. Available at: https://www.instyle.com/fashion/clothing/70s-summer-fashion-trends [Accessed 9 Mar. 2023].
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Getty Images (2021c). Pink. [Online Image] InStyle. Available at: https://www.instyle.com/fashion/clothing/70s-summer-fashion-trends [Accessed 9 Mar. 2023].
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Getty Images (2021d). Victoria Beckham. [Online Image] InStyle. Available at: https://www.instyle.com/fashion/clothing/70s-summer-fashion-trends [Accessed 9 Mar. 2023].
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Getty Images (2022a). Halter neck Dresses. [Online Image] ELLE. Available at: https://www.ellecanada.com/fashion/trends/70s-fashion-trends-women [Accessed 9 Mar. 2023].
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Getty Images (2022b). Menswear Suiting. [Online Image] ELLE. Available at: https://www.ellecanada.com/fashion/trends/70s-fashion-trends-women [Accessed 9 Mar. 2023].
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Getty Images (2022c). Oversized Sunglasses. [Online Image] ELLE. Available at: https://www.ellecanada.com/fashion/trends/70s-fashion-trends-women [Accessed 9 Mar. 2023].
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Getty Images (2022d). Platform Heels. [Online Image] ELLE. Available at: https://www.ellecanada.com/fashion/trends/70s-fashion-trends-women [Accessed 9 Mar. 2023].
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Getty Images (2022e). Wrap Dresses. [Online Image] ELLE. Available at: https://www.ellecanada.com/fashion/trends/70s-fashion-trends-women [Accessed 9 Mar. 2023].