proenza schouler
Photo: Getty

Long gone are the days when fashion designers create clothes inspired purely by the beauty of the female form — now, there’s a new factor in play: Instagram.

Yes, the social media platform is stealthily changing the landscape of fashion as the world becomes ever more digitally integrated. Speaking at Fast Company’s Innovation Festival, Proenza Schouler designers Lazaro Hernandez and Jack McCollough revealed that the way clothes appear on Instagram now influences the pair’s design process, reports Racked.

“It’s not just about the clothes anymore,” Hernandez said. “It’s about what you’re designing looking good on a screen. You’re designing differently. Clothes are a little stiffer as a result…with more colour…Black clothes look not as great on a screen…We love black clothes, but [their Instagram appearance] does cross our mind.”

proenza schouler
Proenza Schouler SS16; Photos: ImaxTree

But it’s also having another more positive effect on fashion design as well. “[Hashtags] have really changed the game,” the designer duo went on to say. “We’ve been using [hashtags] as a search engine… we go into Internet K-holes, start searching for one thing, and end up discovering an artist or a trend we didn’t even know about. Then we do a screenshot of images we like, print it directly from our computer, and tape it to the wall.”

So there you have it — Instagram, the new muse and customer of fashion designers everywhere.

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By Pakkee