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.


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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.

Romance through the ages


2 thoughts on “Romance through the ages

  1. s3286566 says:

    I think this is a really good point. It’s a bit sad to think that we are ‘losing’ the romance out of our lives with the introduction of technology. Receiving a hand written letter in the mail is such a big thrill, and the use of email, texting and Facebook seem to have made it even more so.

    I like the way that the bigger fashion houses have come up with combatting this change. For example, Chanel has decided to use social media but still keep their image, and still not make their brand seem, for want of a better word, ‘common’. I think of the advertisement on a train that went viral around YouTube, and it instilled the image of whimsical romance and longing, yet it still keeps the prestige of such a brand.

    – Louise

  2. circuswize says:

    You make a really important point here, today we live in a world where speed is the key word. Everybody has to produce things faster, shorter yet more affective than ever. What we forget is that when we do things at a lightning pace things tends to get mixed up or even forgotten and this could be a big blunder especially in the fashion world as the effect they want is ‘ever-last’ rather than ‘come and go’ effect. Sometimes the romance of the slower, much steadier pace is needed to avoid cyber speed jet-lag. -Buffy

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