How Instagram Made Fashion Brands Nauseatingly Accessible

Ezinne Ukoha
4 min readJul 6, 2019


Fashion Week in New York City used to be the shit. As a New Yorker who was torturously close to the scene of gathered opulence, there was always the deep-seeded envy that was harbored for the decked-out elite, that comprised of the usual suspects, converging at Bryant Park, before it was switched to Lincoln Center.

But lately, the annual runway extravaganza has become a roving circus act for restless designers, who are desperate to explore ways to restore the glory of a wilted tradition.

Needless to say, the fashion and beauty industry have become caricatures of what they used to represent to avid consumers, who paid close attention to the forecast by trendsetters, relying on the genius of masterminds to assist in maintaining a sense of reverence around distributed products that earned the right to cost a fortune.

Back in the day, thick fashion magazines didn’t just contain provoking editorials that took readers on a trip around the world, there was also the collage of models, modeling accessories and attractively assembled pieces that served as the compass for the future.

The appetizing platter made a splash and then disappeared until the battle of the runways commenced months later.

But the invasion of bloggers that began almost a decade ago, galvanized the lookbook of an industry that was desperate to evolve with the times; and thus began the era of excessive exposure.

Suddenly the mystery behind the curtain was ceremoniously unveiled, as the pressure to fete the demands of influencers with an impressive number of bots as currency, created the atmosphere of competitiveness that had very little to do with honoring the culture of specificity, and everything to do with drastically reducing the currency of brands that had once enjoyed the privilege that accompanies “behind-the-scenes” entry and exit.

Instagram arrived to extend the rabid habits of social media superstars, by providing the hosting of 24/7 coverage of events that require the stamp of approval from viewership based on the bombardment of recognizable labels that are defiantly fighting for attention.

And that major shift in focus naturally changed the game, as it became clear that the only…