Reading Between the Lines of Hype Culture Fashion has always been cyclical, but in recent years it's become clear that hype culture is driving this cycle to new extremes.
The usual suspects – designers like Gucci and Louis Vuitton – are joined by smaller, independent brands swept up in the fervor. What exactly is happening here?
Decoding the Language of Fashion Hype Fashion marketing often relies on buzzwords like "innovative" and "revolutionary" to create a sense of urgency and exclusivity around new releases.