The current & future collaborations of music with fashion

There has always been a strong correlation between both the music and fashion industries and the way in which they coincide through trends appearing and then dissipating. What intertwines the two industries are heavy influences of pop and celebrity culture as well as social media influencers. The visualisation of a trendy music video and the fashion portrayed in it will often mirror that of reality or even act as an inspiration. The fashion most ‘in style’ at the time can also be determined by the music genre climbing the charts, hip hop, indie, rock are some examples. Phrases such as ‘rock chic’ relating to rocker girls often groupies who wear black leather jackets, studs, messy hair and Smokey eyes; a look encapsulated by Kate Moss in the 1990s, portraying the link between music and fashion (Miller, 2011). 

 An in-depth analysis of the relationship connecting the music and fashion industries will be researched and presented in the upcoming assignment, answering the question: what will this relationship look like in the future? And how can it be expanded? 

The past 

Throughout history it’s clear how parallel the industries run. Some musicians acting as catalysts starting fashion movements. A likely pioneer is Madonna, a recognisable name of the 1980s known for expressing the sexuality and provocative nature which was incredibly scandalous and unusual for the time. A look many will recognise is the cone bra circa 1990, designed by Jean Paul Gaultier it helped catapult him into being a household name (Fraser, 2023).  

In more recent years we see the likes of lady gaga in her infamous meat dress, making a bold statement protesting the US military’s “Don’t ask, Don’t tell” policy. The look portrayed a message, and by wearing such a bold outfit that message was ultimately heard loud and clear (Thorp, 2023). 

Currently… 

Today we see countless musicians merging the lines between music and fashion as collaborations and the demand for them have increased. Both sides are art forms and ways of creativity and expression, they benefit from each other's presence. The designer can benefit from having the famous face wear their clothing or accessories because they are ‘trend setters’, a good example of a trend setter at the moment is Olivia Rodrigo wearing Betsy Johnson, as the designer stated “she introduced my brand to a new generation” essentially Johnson was in disbelief how popular her 90s designs had become twenty years later because of Rodrigo’s influential status (Minton, 2022).  

Music and fashion have often been at the centre of visual entertainment each relying heavily on the other for example the Victoria secret fashion shows, a fashion show debuting new pieces alongside some of the most popular names in music performing live on the catwalk while the ‘angels’ walk, depicting the co-dependency of both industries. Victoria’s Secret does this to appeal to its younger audience, “it’s about newness, so every year this is updated with the latest music and trends” (Robehmed, 2015). 

How is it evolving?  

The relationship between the two industries is evolving in a way that represents the social culture, ecological and economic background that we have today. As previously mentioned, fashion is heavily influenced by celebrities and pop culture, we have modern day ‘It girls’ so to speak, every brand they represent becoming the new must have item with ‘dupes’ to market to those less wealthy as the cost-of-living crisis continues, and we as the public are repeatedly being influenced because of curiosity and fascination into the celebrities' personal lives (Kowalczyk, Pounders, 2016). On an ecological standpoint, vintage pieces, thrifting and sustainable efforts are becoming increasingly common. Real fur and leather are frowned upon and in a world in which celebrities are the role model it is important more than ever to represent their beliefs through what they wear. Lorde does this very well, appearing at the 2021 Met Gala wearing two eco-friendly looks, the first incorporating beads and pennies from the 1890s and the second a dress by Collina Strada a brand also chosen for her ‘Solar Power’ music video (Chan, 2021). 

Future pathways  

Increased collaborations are likely to happen because of the undeniable benefits that both industries can gain from them. First is high exposure, both the brand and the musician can gain more exposure from a collaboration as the two have their own audience and by coming together the audiences are able to integrate and are also being introduced to the collaborator, they may not have been aware of. Secondly, an increase in collaborations would generate revenue for both parties as it can involve the artists merchandise and exclusive collections, the exclusivity of a product making for good publicity leaning into the mentality that people want what they can’t have. In 2014 Rhianna collaborated with puma which resulted in a 92% increase in income (Herron, 2021).  

A higher chance of innovation comes from the two industries working together due to the high demand and expectations coming from each respective field. It was only a matter of time before the use of artificial intelligence (AI) kick started. Musician and social influencer Miquela is one of the first virtual influencers ever created and has worked with major brands such as Prada and Calvin Klein. The American retailer Pacsun worked with Miquela in 2022, making an effort to embrace web3 technology as they “expand their metaverse strategies, collaborations with digitally native creators are of newfound significance”. The brand is future focused and cater towards their gen z audience. The president of Pacsun declaring that Miquela was a good fit for the brand because of her street style as well as being forever 19, LA based and attuned to social issues, the embodiment of the brands representation (Schulz, 2022). Both the Music industry and fashion industry incorporates AI and are just beginning to be explored as AI continues to be developed (Luce, 2019). 

Attending concerts in jeans and a T-shirt are a thing of the past as “concert dressing is the new standard”. In the past concert attendees would dress in hippie fashion at Woodstock as an example but it’s now been taken to a new level being compared to fashion shows (Davoli, 2023). Social media has intensified this. Within recent years it’s become more common to dress in theme with the artist, which is why an artist having a particular brand/aesthetic is so important. Many also make their own outfits and accessories with few spending months on their outfit and accessories carefully crafting. Fans are getting creative with what they wear and taking inspiration from lyrics in certain songs, an artist’s aesthetic and the vibe of the tour as a guide. Retailers have also noticed this as websites such as pretty little thing, boohoo and Nasty girl have a range of pieces (edits) for concerts specifically (Sherwood, 2023). Examples of shows where fashion is at an all-time high include Harry styles ‘Love on Tour’ where feather boas and bell bottoms were everywhere. Taylor swift's ‘Eras Tour’ inspired most if not all swifties to make and trade friendships bracelets with other fans because of a line in her ‘Midnights’ album. Cowboy boots and glitter were two things both shows had in common too. Dressing extravagantly for concerts are also a form of self-expression and creativity that people look forward to as much as the show itself. Concert dressing to this extent is likely to stay and even become bigger as social media flourishes and ultimately because of how much fun it is for the fans and the artists to see. 

How can the relationship expand?  

The relationship between the music industry and the fashion industry will undoubtedly expand especially as social media grows and innovations like virtual reality become fine-tuned and increasingly common.  

In addition to the booming technological advances, sustainability is the future and fast fashion will have to decrease by force as the European Union have stated “new regulations to end fast fashion including policies designed to make clothes more durable, easier to reuse, repairable and recyclable” (Chan, 2023). An example of sustainability in the music industry is Bon Iver ensuring sustainable merchandise for their fans, the band are one of the few that also display their impact report of their merch, stating the good that’s come from their efforts (pre-loved is re-loved: Musics history with sustainable fashion, 2021).  

The two industries would benefit from using social media as a tool to promote and attract an audience. Virtual concerts and fashion shows are a start, this way both industries get to “cross pollinate” their audiences. A better social media presence would therefore enhance an individual industry but also expand the reach of both social platforms and industries (The powerful bond between music and fashion, 2023). 

Conclusion  

Overall, the fashion and music industries both are in need of each other to survive. Both are ways of expressing individuality and creativity, something that other industries may not have in common. They will continue to expand and develop with each other in the future as opportunities arise, Ai and technology, sustainability and collaborations are a few of the ways they will continue to weave into each other's worlds and giving way for new experiences and opportunities for the pioneers of tomorrow. 

Reference list  

BIMM University. (2023) 'Preloved is Reloved: Music’s History with Sustainable Fashion', BIMM University Blog, 2 December. Available at: https://blog.bimm.co.uk/preloved-is-reloved-musics-history-with-sustainable-fashion-mmu (Accessed: 10 January 2024). 

Chan, E. (2021) 10 Celebrities who flew the flag for sustainable fashion in 2021. Available at: https://www.vogue.co.uk/fashion/gallery/celebrities-sustainable-fashion (Accessed: 06 January 2024). 

Chan, E. (2023) Could this really be the end for fast fashion? Available at: https://www.vogue.co.uk/article/end-of-fast-fashion (Accessed: 10 January 2024 

Davoli, S. (2023) The evolution of concert dressing, Fashion’s most entertaining trend. Available at: https://fashionmagazine.com/style/celebrity-style/concert-dressing/# (Accessed 10 January 2024). 

Fraser, K. (2023) ‘Madonna turns 65: A look back at her fashion impact’, WWD Available at: https://wwd.com/pop-culture/celebrity-news/madonna-fashion-influence-through-years-1235770708/ (Accessed: 05 January 2024). 

Herron, I. (2021) Music and fashion: The perfect partnership? Available at: https://youthtimemag.com/music-and-fashion-the-perfect-partnership/ (Accessed: 06 January 2024). 

 Kowalczyk, C, Pounders, K. (2016) 'Transforming celebrities through social media: the role of authenticity and emotional attachment', Journal of product & brand management, Available at: http://dx.doi.org/10.1108/JPBM-09-2015-0969 (Accessed 06 January 2024). 

Luce, L. (2019) Artificial Intelligence For Fashion: How AI is Revolutionizing the Fashion Industry. Available at: https://books.google.co.uk/books?hl=en&lr=&id=ZRF-DwAAQBAJ&oi=fnd&pg=PR5&dq=ai+in+fashion&ots=rLoq3aAVd4&sig=qNtGduQQbDWD-JUWA6fd4hVj_y0#v=onepage&q=ai%20in%20fashion&f=false (Accessed: 08 January 2024). 

Miller, J. (2011) Fashion and music  Available at: https://books.google.co.uk/books?hl=en&lr=&id=ghRCBAAAQBAJ&oi=fnd&pg=PR5&dq=correlation+between+music+and+fashion+industries&ots=TeWq9PVY_s&sig=ecWuzAoiq7iJicI4oWIL5YHh9ac#v=onepage&q=correlation%20between%20music%20and%20fashion%20industries&f=false (Accessed: 05 January 2024). 

Minton, M. (2022) Betsy Johnson opens up about dressing Olivia Rodrigo. Available at: https://pagesix.com/2022/07/15/betsey-johnson-opens-up-about-dressing-olivia-rodrigo/ (Accessed: 06 January 2024). 

Robehmed, N. (2015) The business of The Victoria’s Secret Fashion Show. Available at: https://www.forbes.com/sites/natalierobehmed/2015/12/08/the-business-of-the-victorias-secret-fashion-show/?sh=446c456875cf (Accessed: 08 January 2024). 

Schulz, M. (2022) Virtual influencer Miquela is back. This time, brands are metaverse ready. Available at: https://www.voguebusiness.com/technology/virtual-influencer-miquela-is-back-this-time-brands-are-metaverse-ready (Accessed: 08 January 2024). 

Sherwood, J. (2023) Why fans dress up for Taylor Swift, Beyoncé and Harry Styles. Available at: https://www.bbc.co.uk/news/entertainment-arts-66244480 (Accessed: 10 January 2024). 

Thorp, C. (2023) Lady Gaga meat dress: The outfit that shocked the world. Available at: https://www.bbc.com/culture/article/20230921-lady-gaga-meat-dress-the-outfit-that-shocked-the-world (Accessed: 05 January 2024).  

Yellowbrick. (2023) ‘The Powerful Bond Between Fashion and Music’, Yellowbrick blog, 21 December. Available at: https://www.yellowbrick.co/blog/fashion/the-powerful-bond-between-fashion-and-music#:~:text=Music%2C%20Fashion%2C%20and%20Social%20Media&text=Platforms%20like%20Instagram%20and%20TikTok,the%20reach%20of%20both%20industries (Accessed: 10 January 2024).