Case Study

From the runway to the timeline: How style content flourishes on Twitter

What’s unique about Twitter? The answer is, your audience. Conversations on Twitter are diverse, inspiring, creative, real, and as alive as the multiple voices that make this platform. 

On Twitter people are influential, receptive, and engaged in conversations around fashion and beauty. This characteristic has become more evident during these challenging times, when events have been canceled or delayed and fashion shows have become virtual, all while new trends and movements are emerging and spreading on Twitter. 

Continue reading to discover how style-centric creators and brands brought their fashion and beauty pursuits from IRL to URL on Twitter.

Virtual creativity

When the Met Gala — one of the biggest annual events in fashion — announced its postponement in 2020 due to the pandemic, a group of Gen Z fashion fans formed a community on Twitter to host their own virtual version of the event on Twitter.

Named HF Twitter (short for High Fashion Twitter), this young fashion community — a total of 11 15 to 22-year-olds spanning seven countries — created a global live event, sending invitations and featuring press correspondents going live from the “red carpet” in their kitchen.

Since launching @HFMetGala the group has shared several contributions and challenges, such as the #MetGalaChallenge with the goal of putting together an on-theme look from your own closet, or the Photoset Creation challenge which encourages people to create mood boards or a fantasy outfit using a collection of images. The event gathered serious attention because of the lockdown and was covered by The New York Times and Vogue, among other press.

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Engagement with beauty

Movements, memes, and trends start on Twitter. Conversations relating to lifestyle and beauty following cultural changes are emerging on Twitter, with topics covering inclusion, diversity, sustainability, authentic natural beauty, and wellness.

In a recent beauty study produced in collaboration with Sprinklr, data shows that Twitter is the place of authenticity. People on Twitter are more eager to distance themselves from traditional standards and instead elevate diverse and unfiltered beauty. These conversations are driven by the next generation of beauty fans and customers — different communities of unverified accounts that share advice and product information, as well as advocating for authenticity and body confidence. 

Beauty brands are adapting their narrative to fit this new audience. From a recent study run in France, 75% of people on Twitter think that it’s more important than ever in 2020 for brands to communicate the actions they are taking to reduce the impact of their activity on the planet.¹ We have seen brands and organizations call up their communities to support their initiatives against COVID-19 and climate change.

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Conversation and interaction

On Twitter people want to connect with their favorite brands, idols, and organizations. 

A front row seat at Fashion Week is a hot commodity. Fédération de la Haute Couture (FHCM) wanted a way to stay connected to its audience and offer exclusive daily highlights of Paris Fashion Week. To do this, FHCM partnered with Twitter on a Like-to-Subscribe campaign, sending videos, photos, and Tweets capturing the best of the shows to fashion fans who subscribed. 

K-pop stars have become the new faces of the front row, driving thousands of conversations about fashion. Leveraging the power of the platform during live events, K-pop artist and fashion icon Sandara Park also participated in the conversation around #PFW via a BlueRoom live at Twitter France. 

As a guest of some of the iconic luxury brands during the Paris Fashion Week, Park mobilized her community via a live Q&A session. Fans were able to ask her questions about Paris Fashion Week and her favorite outfits during a live event that managed to gather over 234,000 spectators.

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1. Sparkler & Savanta, France uniquement, 29 Juin 2020 (n=1,014 utilisateurs Twitter)

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