Instagram and high fashion have always been friends, albeit some closer than others. Take Jacquemus, for example, who has always been in the good books. Jacquemus ticks all the boxes of a cult-followed ‘Gram brand — playful, bold and instantly recognisable designs (cue Le Grand Chapeau Bomba hat and Mini Le Chiquito bag), not to mention a fan club that counts Bella Hadid, Kendall Jenner and Aimee Song as members. The designer, Simon Porte Jacquemus, knows its power. Last year, he told L’Officiel that "if it's cute on Instagram, it will sell. That's just the world we live in."
Of course, the relationship between Instagram and high fashion runs deeper than cute accessories and constant newness. Instagram is a place for debate, humour, relatability and community — and there are many ways that plays out. One of those ways is through memes.
Among the best creators is @itsmaysmemes. Founded by 18-year-old Hawaiian native, May, the account blows up high fashion, affixing bags, footwear and jackets to celebrities like A$AP Rocky, Bella Hadid and Kylie Jenner. Also on the pulse is @siduations, taking some of the most statement-making looks and planting them in everyday situations or upon unlikely wearers. Meghan Markle and Prince Harry in the season’s logo-heavy Balenciaga windbreaker, anyone?
Slightly more niche, it’s @gryffindior that has garnered the most applause at Lane Crawford HQ, magically kitting out Harry Potter characters with head-to-toe runway looks by the likes of, obviously, Dior, Chanel, YSL, featuring power cameos by Hermès, Balenciaga and Prada.
Speaking of those creating compelling social dialogue, industry watchdog @diet_prada can’t go unmentioned. Calling out fashion’s biggest faux pas with plenty of sarcasm and humour, the community has attracted almost 2 million followers.
Of course, we can’t talk about fashion and Instagram without mentioning illustration, and the queen of pairing visuals with pitch-perfect commentary, @jooleenloren. The New York-based artist and writer captures the inner monologues of modern women with razor-sharp accuracy, outfitting them in coveted pieces like Amina Muaddi shoes and Cult Gaiabags.
In short, when it comes to Instagram helping high fashion take itself a little less seriously, there’s a lot to explore. With a little more time on the sofa to come, it’s a good time to make some popcorn and settle in.