By Meredith Brown
We all know the Beatles lyrics, “I get by with a little help from my friends.” This group mentality has been around since the beginning of time, but tribes have turned into dominating social groups that are constantly seen in the media. People naturally connect with others who share certain ideals or viewpoints. Whether it is a celebrity with a cult following on Instagram, a health-conscious collection of people, or a large group that identifies with a certain ideal, these groups are growing due to their vast media exposure and are affecting current fashion trends.
In the past decade, we have witnessed the dawn of social media-made celebrities. People like Cara Delevigne, the members of the Kardashian klan, and Gigi Hadid all take to their smart phones and build their brand in a far-reaching and modern way. Brands have caught onto this group of influencers and capitalized on them through collaborations, sponsored posts, and other marketing techniques. Currently, Puma creative director Rihanna oversaw the new campaign that features Cara Delevigne, Tommy Hilfiger paired with Gigi to design a new collection, and the Kardashians have numerous clothing lines.
The Victoria’s Secret fashion show has elevated its models to celebrity-status and put a spotlight on healthy lifestyles. Health-conscious social group members can be seen sporting the athleisure wear trend while eating high quality h
ealthy and organic food at trendy food trucks. They care about holistic health and to these foodies, eating has gone from a basic need to an art. Many food trucks fuse food from around the world. The blending of cultures has increased and people are
looking outward when they shop in addition to what they eat.
When people connect and form social groups, it is natural that they begin to pick up on habits of fellow group members. But when a person is influenced from inside a group as opposed to outside forces, individuality can be lost and groupthink may occur. Seeing as it is a political season for America, a prime example of this is Trump supporters. These neo-conservatives are garnering media attention and positioning themselves in society as the people who do whatever they want, regardless of the consequences. They are seen as the new punk rock. Another large social group with tremendous conforming influence are sorority women. Girls join a sorority based on which group shares the same values, attitudes and lifestyles they have. A sorority is made up of very different personalities, but there tends to be a sorority “uniform”. Across the nation these girls can be seen in XL t-s
hirts in class and in the same styles on the weekend. Many girls express that joining a sorority has made them lose their sense of creativity when it comes to dressing.
From food to politics, social groups have a large influence over mainstream trends. Social media has made it easier for people to connect and groups to form, so keep an eye out for how certain groups can influence us today and tomorrow!
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