We are in the age of the web , which has been inexorably spreading for about a decade now, so much so that new and increasingly technological professional figures have emerged . One of these are web influencers , once simple " bloggers " who have dedicated their lives to discovering and publicizing new trends.
Their clothes, their haircuts, their shoes are put online even before they are purchased and we, as mere mortals, imitate everything they do, even spending countless sums of money to look like them. But why do we love to be like them? fashionWhat drives us to follow these people who are not so different from us? It all depends on the social dynamics ofmembership. "Nobody saves alone", wrote Margaret Mazzantini in 2011. And no one wants to feel alone. This is how even a simple piece of clothing, which we could easily choose ourselves, perhaps customizing it, from the local artisan, becomes a tool of shared meaning and image.
Why do we choose web influencers ? Because society dictates their status. They're rich, they wear designer clothes, and they're always the ones chosen by emerging brands for their propaganda. It's a vicious cycle that ends with people buying from the stores they choose. It's the social dynamic of 2017, the sense of belonging to an elite—which isn't really that elite, given the vast number of people who follow the same trend. How do you free yourself? By turning off your cell phones and the TV, reading a good book, and trying to be more like yourself than others, because that's the only way to stay on your own.
Maria de Luca
