Can social media fame still secure you a seat at the next Prada show?
Shallow personalities are out—so what must creators do to get invited to fashion shows? Here’s Declan Chan’s advice
“Find a digestible way for people to see fashion.” This is the key advice for securing an invite to fashion shows, especially now that brands are becoming more selective about whom they invite, as influencers and content creators are attracting less enthusiasm. This insight comes straight from Declan Chan, an art director, creative consultant, and content creator, during a conversation with Gloria Bellardi, a Fashion Design Course Leader at Istituto Marangoni Milano.
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During the talk, Chan discussed how to communicate effectively through social media, scout local and global talent, and ensure your creativity aligns with industry standards.
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Digital communication has evolved over the last 10 years, which is when Chan started his career. The focus shifted from merely providing information based on press releases to offering individual perspectives on outfits, showcasing the personalities who wear the brand, and reviewing fashion in a more journalistic manner. This shift transformation has changed the landscape, with TikTok influencers now creating engaging content around brands and fashion commentators—like @ideservecouture or @stylenotcom—sharing their opinions on collections rather than just stating facts about the companies.
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In their evolution, social media has carved out a distinct space, surpassing the traditional confines of newspapers and magazines, both mainstream and independent. Today, it is where fashion can be approached with innovation and relatability, offering creators the freedom to challenge conventions and reshape narratives. However, this freedom comes with its own set of challenges. Declan Chan shared important advice for becoming a relevant content creator in today’s digital fashion landscape: “Be fun. Add your personality and DNA to your contributions. Give them something that traditional media can’t.”
With collaborations with major brands like Ferragamo, Gucci, and Prada, along with a solid technical background in the multimedia sector of the industry, Declan Chan brings extensive experience to the field. While he excels in social media, his work extends far beyond that. He has gained recognition through his involvement in the digital fashion project HKYDC (Hong Kong Young Fashion Designers’ Contest), a platform dedicated to showcasing emerging designers and promoting Hong Kong’s fashion scene. With a focus on expanding the reach of local talent, he also scouts global designers, serving as a judge for prestigious contests like the LVMH Prize, where he helps identify the next generation of fashion visionaries.
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“Explore what you want to share with the world and the kind of impact you want to make on the fashion industry. And remember, don’t put all your eggs in one basket—use more than one platform,” Declan Chan concluded, emphasising the importance of staying vigilant. In the freelance world, he stressed, you need to remain constantly updated, open to new ideas, and aware of changes.
Ximena Fernández Ochoa
Fashion Business, Digital Communication & Media, 3rd year, Milano