Cultural Intermediaries in Fashion
Tastemakers. This is how to define what cultural intermediaries is. They are those who define what counts as good taste in today's marketplace.
In the high fashion world, the top cultural intermediary that comes to mind is none other than Anna Wintour. Anna Wintour can be described as a stone-cold hard-working woman. Since 1988 she has been the editor of Vogue, overseeing every issue that has come out since. Over the decades, Wintour has been the top tastemaker in fashion, pushing new styles and brands; leading them high into the market.
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But the days of viewing fashion through magazines have slowly vanished. The tastemakers of today are all over social media. You no longer have to have the highest paying job in a high fashion magazine to share your opinion and gain traction. The market of fashion has clearly acquired advertisement by today's social media influencers. From just TikTok, thousands of products sell out when influencers bring them to life on video. The fashion market has gained revenue from audiences of TikTok as influencers today push styles out.
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Mandy Lee @Oldloserinbrooklyn
One of the latest TikTokers of fashion is Mandy Lee. On her account, she spreads fashion advice and what not to wear. Lee labels herself as a trend analyst and fashion writer. With over 200,000 followers, Lee sends trends and styles into the world of TikTok, resulting in audiences wanting to buy the products.
Xenia Adonts @xeniaadonts
Xenia tops the fashion side of TikTok with over 1 million followers and up to 5 million views on the app. Xenia brings the world of fashion alive with her joyful personality and quick “get-ready with me” videos.
@Stylehard
TikTok’s fashion mom gives luxurious brands of fashion to viewers. She constantly mentions brands like Gucci, Hermes, and Chanel. Simple videos like “How to style Gucci tights”, bring the audience's attention to new fashion trends.