Cult social profile founders @insidethemood and @ideservecouture sit down to explore the cutting-edge frontiers of digital fashion communication
As we know, fashion is a blend of diverse elements. It spans everything from historical events and iconic fashion moments of the past that resurface to influence today’s collections and runways to fashion criticism on social media.
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This is where fashion commentators like Francesca, founder of the Instagram profile @insidethemood, and Hanan Besovic, known for his irresistible @ideservecouture digital persona, come into play. They have turned their Instagram (and TikTok) accounts into the go-to destinations for fashion enthusiasts seeking precise yet quick, sharp, and entertaining insights into the industry. For instance, @insidethemood takes a fascinating approach reminiscent of fashion archaeology through a visual journey comparing current fashion trends with archive pieces that designers have more or less openly drawn inspiration from, while Hanan Besovic delivers incisive commentary, detailing the highlights discussed by industry insiders during every fashion week.
Students met Francesca from @insidethemood and Hanan Besovic from @ideservecouture during the recent Front Row 2024 event at Istituto Marangoni Milano
The Real MVPs of Digital Fashion Commentary
Francesca from @insidethemood and Hanan Besovic from @ideservecouture have become essential voices in digital fashion critique on social media, renowned for their insightful and entertaining visual content.
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“They are the real MVPs of fashion show coverage,” one might say. They sit in the front row next to the esteemed critics we rely on (Vanessa Friedman, Cathy Horyn, Tim Blanks, can you hear me?).
To learn more, we met Francesca from @insidethemood and Hanan Besovic from @ideservecouture during the recent Front Row 2024 event at Istituto Marangoni Milano. The two guests provided some brilliant insights into what fashion is today—perhaps very sales-oriented in a time of market crisis—offering students and fashion enthusiasts a clear view of the current dynamics in the luxury sector.
A New Yet Archaeological Age of Fashion Criticism
A background in the fashion world complements @insidethemood’s journey on Instagram, where she has mastered the algorithm, making stylistic parallelism a successful strand of digital fashion storytelling. Her feed is animated with paired photos in the “who copied/inspired/quoted whom?” style.
The constant referencing in fashion can make us wonder if it’s a lack of original ideas or a respectful homage to past designs. It’s not uncommon to see runway outfits that seem to be inspired by previous creations, which is often justified by the use of mood boards but sometimes feels like a collection of borrowed ideas rather than genuine inspiration.
Francesca from @insidethemood sharing insights with students
Rediscovering the Past for Modern Inspiration
“In fashion, every historical period has left its mark; it’s the fascinating side of the industry” – Francesca, founder of the Instagram profile @insidethemood
“If I had to choose a highlight fashion moment, I’d say the Battle of Versailles, the 1973 fashion show competition with the greatest designers duelling against each other, like Yves Saint Laurent, Oscar de la Renta, Ungaro, Halston, and many others,” commented Francesca of @insidethemood. The founder of this Instagram profile, which has become a true social media sensation, explained that her choice was due to the collision between French and American fashion at that moment. After all, nothing is cooler than the Palace of Versailles, a place of kings and queens.
Regarding a fashion era, the creator of @insidethemood explained that she doesn’t have a favourite one because she loves “old fashion” in general and is thrilled when she sees designers digging into the past and drawing inspiration to create something new, suitable for the modern world.
Is Today’s Fashion Too Commercial?
“Today, fashion has become very commercial because that’s what the system wants. People think of a product that sells, leaving less room for creativity” – Francesca, founder of the Instagram profile @insidethemood
Moreover, many brands want to appear different from what they are but often fail to do so. That’s why the creator admires the visionary talent of designers like Alexander McQueen, who incorporated a narrative in his shows that extended beyond just the clothes. McQueen created a connection between the grand runways and designs that could communicate on their own when examined closely.
Memory Matters!
Prompted by the engaging questions from Hanan Besovic of @ideservecouture, the founder of @insidethemood revealed that her talent lies in her excellent visual memory. However, she humorously explained that this ability does not extend to an equally remarkable general memory, and it can occasionally result in her addressing interlocutor by a different name.
Hanan Besovic from @ideservecouture during the talk with Istituto Marangoni students
Francesca mentioned that she draws inspiration mainly from Vogue Runway images (never from reviews, though), as well as cultural sources, daily life, films, series, social media, and books. She then encouraged everyone present to read a lot because “information is the key to success,” she concluded.
Freely Sharing Opinions with Readers
The difference between @insidethemood and traditional Instagram accounts is the freedom to share opinions with her readers, as she nostalgically calls her digital followers, without any restrictions from brand collaborations.
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Moreover, Francesca’s intention is never to be offensive, even when she mentions brands and their creative directors’ work, revealing their most hidden references. Her goal is always to speak openly, without taboos.
For the future, Francesca of @insidethemood still sees fashion as very relevant and firmly believes that direct communication will become increasingly essential.
Encouraging the Next Generation
The message to students from these digital communication talents? “Be forever curious and follow your passions,” concluded Francesca from @insidethemood and Hanan Besovic from @ideservecouture.
As an advice for Istituto Marangoni students, Francesca from @insidethemood and Hanan Besovic from @ideservecouture concluded: “Be forever curious and follow your passions”.
Agnese Pasquinelli
Fashion Business, Digital Communication & Media student, 3rd year, Milan