Beyond Fashion

“The use, mode or custom that is in vogue a period of time, or in a particular country, especially in relation to outfits, fabrics and adornments, principally those recently introduced” is the description you will find when you look up the word “fashion” in the RAE (Real Academia Española). A very simple definition to define what is primarily an industry, a business, which as such aims to generate sales and increase their capital and value. If I had the chance to rewrite the definition, it would be something like “Use, mode or custom driven by the fashion industry for a period of time, or in a particular country, heightened by major marketing techniques and mass persuasion, primarily involving the diffusion of superficial and consumerist thoughts/behavior.” Unfortunately, I doubt I will ever be asked to rewrite the official definition of “fashion”, which is a shame. But at least those of you reading this will know my new definition.

beyond-fashion

The street is a location that can’t be topped in terms of the variety of styles, personalities, and strange and bold mixes. This is why the very smart fashion industry takes note of what is worn on the streets in order to determine what the newest trends to prevail in the market will be. For this reason, if you suddenly decide to take to the streets in your pajamas and after a while you see that fashion magazines feature cool people in pajamas, it’s because the fashion industry was watching you. Its researchers, the coolhunters, saw you and thought, “That is hot!”. So a new trend, a new fashion, and a new line of outdoor pajamas is spawned. It’s that simple.

Just like anywhere else, fashion, style and being in fashion are important to many in Lisbon, but especially to the fashion bloggers. The more influence you have as a blogger (the more visits to the blog, the higher the degree of influence), the more brands will be interested in appearing in a particular blog to advertise their creations.

After looking for some references in the field of street fashion in Lisbon, I have come across two pages. There’s a Facebook fanpage titled Portuguese Fashion Bloggers and another blog called Style It Up.

These Fashion Blogs talk about fashion and style, beauty and cosmetics. The “about” tells us that they are available for collaborations with fashion brands, cosmetics, etc.

The two friends who have created Style It Up write about the Looks of the Day, how to replicate the styles of famous people, and tell us their experiences as customers in beauty salons, barber shops and places like that in Lisbon. A hard life, yes.

I think if you really want to understand what Lisbon street fashion is about, however, you have to go there and observe what happens on the street just like the coolhunters. Observe yes, but never let fashion dominate your life. Whether in Lisbon or elsewhere, please keep in mind that the trends and fashions need us to exist, and not vice versa.

Lidia M.