Marketing and fashion once occupied distinct realms: one dictated the styles we wore, the other informed us about them. Yet, in 2025, they’re virtually indistinguishable, both accelerating at a dizzying pace. This begs the question: Is fashion outpacing marketing, or has marketing become the catalyst for fashion’s rapid evolution? (GQ , Sprout Social)
The Acceleration of Marketing and Fashion Trends
Not long ago, fashion trends would meander from haute couture runways to high street retailers over several months. Now, platforms like TikTok and Instagram can propel a style from obscurity to ubiquity in mere days. Notably, 72% of Gen Z and Millennials follow influencers on social media, underscoring the significant role these platforms play in shaping fashion choices.
Marketing: The Driving Force Behind the Velocity
This rapid trend lifecycle is largely fuelled by innovative marketing strategies. Influencer partnerships, targeted advertisements, and algorithm-driven content ensure that consumers are perpetually exposed to new styles. Remarkably, 89% of marketers engaging with influencer marketing plan to increase or maintain their investment, highlighting its effectiveness.
Furthermore, the global fashion e-commerce market is projected to reach a value of over $781 billion by 2024, reflecting the burgeoning consumer appetite for online fashion consumption. This surge is not solely due to the availability of products but is significantly driven by strategic marketing efforts that create demand and desire.(Statista)
The Symbiotic Relationship
It’s evident that fashion and marketing are not separate entities but two sides of the same coin. Brands like Jacquemus have seamlessly integrated marketing into their brand identity, crafting narratives that resonate deeply with their audience. This approach not only sets the style but also dictates the tone of consumer engagement. (McKinsey & Company)
Moreover, 64% of consumers are influenced by social media posts from brands when making purchasing decisions, highlighting the power of marketing in shaping fashion choices.