Why the Fashion Industry Is Living for Shock Value | Elle Canada

In the 1960s, Andy Warhol made a prescient statement: “In the future, everyone will be world-famous for 15 minutes.” He might as well have been talking about going viral.

On runways, designers have been creating bigger and bolder shows in an effort to capture our eyeballs via our screens since the year 2000, when Condé Nast introduced Style.com, a website that gave fashion lovers around the world instant access to the latest collections.

Part of this cultural evolution is the fact that anyone with a phone can command attention from an audience. “You don’t need a journalist to announce you or affirm you or say how cool something is,” says Emberley. “You can be more absurd. It seems riskier, but it’s really not as risky.” Take viral sensation Julia Fox, who regularly communes with her virtual audience with advice on recreating her beauty and fashion looks, like her famous Fox eye and her DIY denim bra top.

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