What Makes a Fashion Trend? Music, Social Media, and LATAM

Latin American Music Icons - A Case Study

Karol G, a reggaeton and Latin trap female artist, is a testament to the growing influence of Latin music globally. Boasting an impressive 52,420,029 monthly listeners on Spotify, Karol G surpasses even renowned artists like Beyoncé, who has 50,460,620 monthly listeners.

She ranked 6th in the world on Instagram engagement, only behind major K-pop artists. For context, while Kim Kardashian has more than five times the number of followers that Karol G has, Karol G’s engagement rate of 5.8% dwarfs Kim’s 0.4% engagement rate over the same period. These statistics are not just a measure of her success but also a clear indicator of the rising tide of Latin music in the global arena. (BOF, 2023).

Karol G's popularity reflects a broader trend wherein Latin rhythms and artists are gaining unprecedented recognition and admiration worldwide. Her music resonates with a diverse audience, bridging cultural and linguistic barriers. Karol G’s music, although different in sound, has similarities and ties to North American hip hop, much like many other popular Latin American music styles. These genres draw on roots in African music and cultures, heavily influenced by the enslaved Black people brought to the Americas.

Another example of this is Brazilian funk, which has recently become a trendy style worldwide in social media platforms like TikTok, especially amongst Gen Z users (who often mistakenly call it “phonk,” which is another subgenre of American Hip Hop).

Anitta - who won the 2022 AMA Awards for Favorite Female Latin Artist and the 2023 MTV VMA Awards for Best Latin Video - is an artist who sought to popularize the genre outside of Brazil. She has been one of the main reasons for the genre’s rise in popularity worldwide, which has since appeared everywhere, from TikTok trends to Rihanna’s Super Bowl halftime show.

All of these genres come from and speak to marginalized groups and often become popular very quickly, imprinting the customs, interests, and desires of its people in its lyrics, rhythms, and even looks. The aesthetics of all of these genres often dictate what people (especially young people) use - and streetwear generates a massive amount of revenue and has for quite some time.

History shows us that by looking at trends in the music industry, we can predict trends in the fashion industry. As we guide our clients in the fashion industry and intertwined sectors like the textile industry, it’s important that we keep a keen eye on all the variables that impact fashion trends.

The Relationship Between the Fashion and Music Industry

The global fashion industry (taken here as clothing, apparel, accessories, and footwear) is projected to experience a compound annual growth rate (CAGR) of 5.5% from 2020 to 2025 (Zippia, 2023). As of 2023, the worldwide fashion market is valued at $1.7 trillion. The significance of this market is undeniable, not only for its individual financial power but also for its influence on consumption in other sectors.

The music industry is one of these “other sectors” that has a deeply entwined, symbiotic relationship with the fashion industry. Due largely to the internet, Latin America is growing its cultural capital on the global stage, especially through music. According to the mid-year 2023  Recording Industry Association of America - RIAA report, the revenue generated by Latin music in the U.S. increased by 15% to a record high of $627 million, which is only predicted to rise in the coming years.

The intimate relationship between fashion and music is not new. Fashion trends often emerge from musical movements that delineate groups, express emotion, and create connections with consumers. The Punk Rock movement in the 1970s popularized leather jackets, ripped jeans, and safety pins, inspiring designers to create fashion reflecting that ethos.

Similarly, grunge music in the 1990s inspired young people to embrace a more laid-back, alternative style. Hip-hop, pop, and reggaeton are other examples of musical styles that contributed to the composition of looks influenced by the aesthetics of their celebrities and the culture they promote.

Viewing fashion as a tool for personal expression, we can create identities and relate to people who look like us, expressing personality and worldview through clothing. Thus, fashion can be a means of both connection and division; it is a form of communication. Fashion trends reflect the spirit of the times - the values of and shifts in culture that, in turn, impact the economy and production of goods and services.

The Relevance of Social Media in Determining Fashion Trends

In today's digital age, social media platforms have emerged as pivotal channels for communication and self-expression. They serve as a dynamic stage on which fashion trends are not only showcased but also created. Through these online networks, individuals can explore and display their personal style, further solidifying fashion's role as a place for self-expression.

Social media has obviously transformed consumer behavior. Additionally, it’s provided many new ways to interact with consumers. From opening up new segmentation opportunities and finding the right customer for your product to creating communities mediated by internet users' relationships with influencers, marketing has become much more precise and complex.

Quickly identifying new market trends and seizing space by establishing relationships with the right people on social media is a lucrative tactic in selling a product. Going back to Karol G, her debut campaign with Loewe, a luxury Spanish fashion brand, was an incredibly profitable move (BOF, 2023). It was by seeing the interconnectedness of music, social media, and fashion that Loewe was able to launch a successful campaign with over 45 million impressions on social media (BOF, 2023).

The feeling of connection provided by social media leads to effective, emotionally charged branding, which easily crosses borders. Social media bridges the gap between fashion brands, musicians, and consumers - facilitating an interactive dialogue and lucrative collaborations.

As such, social media has become an integral part of the fashion ecosystem, influencing and being influenced by the prevailing trends, consumer demands, and the broader societal values that fashion reflects. Social media is a key variable in trend forecasting and the success of marketing existing campaigns.