Thursday, September 01, 2022

A Janet Jackson Song Could Crash Windows XP Laptops

When Eva Chen was announced as editor-in-chief at Lucky magazine in 2017, the publishing industry responded in two distinct ways.

Some thought the young upstart, known for her endearing social media presence, was altogether the wrong choice: who did she think she was, posting her daily Instagram selfies with the hashtag #evachenpose? More specifically, what was she doing at the helm of a Condé Nast magazine – a position that marked her as a protege of Vogue editor Anna Wintour?



And then there were those who believed that Chen, who yes, every day posted an image of her well-shod feet resting on a taxi seat beside a luxury handbag and her morning snack (usually an apple), was the only kind of editor who could turn around the ailing print publication, changing it for a new generation, a group who had never known life without the internet and who were becoming hooked on new quasi-celebrities called “influencers”.




That group thought Chen, the first Condé Nast editor to explore blogging – remember that? – could see that social media was the next frontier for fashion and beauty, and her Lucky would reflect that.

As it turned out, neither group was right. After only 12 issues, Chen moved on. To Instagram.

Eva Chen calls herself a “bridge” between the fashion industry and Meta, the newish name for Facebook, which also owns Instagram and WhatsApp. But that is downplaying it somewhat. Chen, at 42, is more like a fairy godmother, anointing potential stars in the fashion world and giving them greater access to the tools at her disposal at the social media giant, and likewise connecting Facebook and Instagram with heavyweights in her orbit or, more likely, in her DMs – Wintour, Donatella Versace, Tom Ford.


These days Chen, who works closely with Meta chief executive and co-founder Mark Zuckerberg, does much more than field calls from designers in need of IT support. In June, she and Zuckerberg announced the launch of the Meta Virtual Fashion Store


“My role keeps changing,” she says. “Which is a good thing, I’ve always liked learning new things, I am super curious. And I like working from the ground up.” If she had to do an elevator pitch, she’d sum up her role like this: “My job is to think: what is the next generation of tools that the fashion industry needs to thrive and flourish? What can I do, at Instagram, to help the fashion industry?”

Which, given Instagram’s impact on fashion, is a little like saying that Chen gets to decide where the proverbial butterfly should flap its wings, because a tsunami will surely follow.

Too hard? ‘Work harder’

As social media grows, news cycles quicken and our social mores change faster than an influencer doing a jump cut. Brands are subjected to public feedback, criticism and outright attack in ways that make the old-fashioned picket at headquarters seem like a yawn.

Social media has changed who gets to be an authority on, well, everything, and fashion is no exception. On Instagram, fashion companies are routinely called out by accounts like @dietprada, which unpicks (and sometimes picks on) fashion labels that fall short.

How Instagram’s Eva Chen influences what social MEdia Dragons 🐉 Wear




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