Today’s fast paced world has seen the beginning of the death of traditional, nostalgic means of communication. When was the last time you sent a letter, a proper, handwritten letter to a friend or lover, taking up pages and pages of paper? Letters are something for someone to keep and to remember for years to come.
So what happens when today’s world is one that works in 140 characters or less? A world where time is a valuable commodity and so accuracy, brevity and clarity are values given priority above tradition and romance.
Messages are short and to the point, we TXT instead of call and Tweet instead of everything else. The threat of the extinction of romance and tradition is becoming ever more real as technology develops and as these habits become standard behaviour.
The fashion industry, as purveyors of romance, luxury, story telling, are having to adapt to the changes in their consumers’ lives, and to embrace new mediums like Twitter and Facebook to communicate these values to their consumers.
Fashion houses among those of Dior and Chanel, with their history and longevity are turning to ever more visual means of communication, videos, movies, whimsical images, to keep the romance of their world alive and fighting. Through Twitter, these values can be, are are being communicated, en mass to the new generation of consumers.
A new kind of romance is sweeping the world, and it’s digital.