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What kind of Fashion & Luxury Media should I follow?

August 21, 2016
The Media in Fashion & Luxury

It does not matter if it is politics, tragedy, technology, economics, or certain industries. The media are always there. From food, cars to FMCG goods, there are multiple industry specific outlets and blogs covering every kind of news from changes of management, new brands, new products to just simple click bait, like the top ten winter items XY.


But let’s pause here for a second. Why do we still even need official media? In times of social media, can’t we just tell each other what is relevant and what is not? And what is a media outlet these days anyway? A blog, a magazine, a print newspaper, a Snapchat account? What an official media source and credible journalism is, has become very blurred over the last couple years of digitalization, especially in fashion and luxury (like explained in one of our older articles here).

The reason why fashion & luxury media exist

With the dawn of the industrial age and the mass-production of books and print magazines, the age of luxury and fashion news being moved out of obscurity into the limelight began. Houses like Hearst, Condé Nast were founded at this time. In the last 100 years, the list of blogs, small quantity luxury magazines catering to HNWIs, independent and mainstream fashion magazines has grown exponentially. Journalists wrote about clothes and luxury products and the consumers rewarded this by paying a certain price to always have the newest issue.


Advertising, in the beginning, was just a side income for most publishers. With the rise of the internet and the abundance of “free” content the urge to have more and more advertising and sponsored content has changed quite radically the unbiased neutral stance of writers and journalists into one that has to make cutbacks on open honesty and customer friendly reviews. Everything in the name of staying afloat and being able to pay the bills. The movement among publishers to change into digital powerhouses is one of the most visible signs of this new age. Even bloggers and social media influencers are starting to go down that same route, seeing an opportunity for additional income, even a career in being the paid spokesperson for a brand. But where is the line between sponsored content and advertorial?


How to deal with trust issues and information overload these days

We all have to accept one ugly truth: the list of media has become too big to follow, and even reputable sources can not always be trusted anymore these days. There, I said it, even though we at Fashion Mythology are part of the same landscape and vertical, there is no shame in admitting that is has become incredibly difficult to decide what to read and what to ignore. Some questions to ask yourself can help bring clarity to this mess:

  • Am I interested in high street, streetwear, premium, or luxury fashion?
  • Do I want a general overview of trends and new stuff, or content catered to my personal style?
  • Am I interested in specific luxury niches like travel, wine, liquors, fine dining, yachts, or cars?
  • What kind of geographical focus do I have? Do I want international news or local knowledge?
  • How much time do I have every day to consume media?
  • Am I more the person that follows social media and reads blogs or do I like tangible high gloss magazines?
  • Do I need the know how from the media for my business or work?
  • Do I need to be able to 100% trust the reviews of this particular media outlet?


We at Fashion Mythology recommend going through this catalog of questions and then brutally eliminating every media outlet that does not align with the personal answers to these questions. The next step would be to come up with a fixed list of media that goes for example like this:

  • 1-2x Business Blogs
  • 1-2x Style Blogs
  • 1-2x Magazines (Mainstream, Luxury or Independent)
  • To follow your top 10 brands on social media and regularly check their updates

This diet is all the news in Fashion & Luxury you will ever need. Anything more is complete overkill and only interesting for people who actually work in media, marketing or related fields.

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