Because more and more fashion brands are launching playlists on Spotify

The relationship between music and fashion has always been one of exchange and mutual influence. Donatella Versace explains it well in an episode of Muschio Selvaggio in which she recounts the House’s deep relationship with this art: “Music has always contaminated fashion. When the other designers were doing fashion shows with DJs, we played Prince live.” If in the 90s the mix reached its peak on the catwalks, today the game moves online, like everything else, and fashion hunt the fascination of music elsewhere: on Spotify.

Whether it’s the Swedish streaming service or Apple Music, brands feel the need for it more than ever communicate to the public through their playlists made available as a common good. Let’s talk about the catchy tunes heard in the H&M store, as well as the soundtrack from the latest Prada show, from fast fashion to luxury, fashion communicates through headphones.

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Dolce & Gabbana – RTW Show – Fall 2015 – Milan Fashion Week

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There are plenty of examples of brand profiles on Spotify, and although there are only a few thousand subscribers, it’s a market everyone wants to expand. Probably the biggest push in this direction came in 2020 when, during the pandemic, parades took place onlineAnd And Downloading the playlists you were playing back then on Spotify was a way to feel closerso brands like Alexander McQueen and Dries van Noten have shown the way.

Among all the brands present today, Gucci is experimenting in its profile by posting different content. There’s Gucci Podcast, where voices collaborating with Alessandro Michele tell their vision and creativity in every episode; there’s the playlist created specifically for Father’s Day; the one created by the chef of the Gucci Osteria, Massimo Bottura; those made just to dance without asking too many questions.

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Paris Fashion Week – Men’s Fashion F/W 2022-2023

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Prada in turn, it rewards listeners carefully collecting the soundtrack of the latest fashion shows in its playlists, without forgetting some thematic compilations like Prada Holiday 2021 or Prada Outdoor – Mountain. Another popular strategy is to have your own testimonials create playlistswhether they are musicians, influencers, models or actors, it doesn’t matter, see the Leandra Medine x Mango found on the brand profile.

Similarly, Balenciaga, despite choosing Apple Music as a platform, often selects artists or musical groups to create a special playlist. The house just came out the Acid Arab playlist for Balenciagacreated for the launch of limited edition Balenciaga x Acid Arab merchandising.

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Paris Fashion Week – Men’s Fashion F/W 2022-2023

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So what’s behind brands’ race towards music streaming? The same old fascination with music of all time and beyond. The possibility of communicating one’s belief in a more immersive way, giving life to a real cultural phenomenon that goes beyond the dress alone, to become part of the daily routine. The listener does not necessarily buy the brand (especially if luxury) but somehow becomes faithful, coming to recognize and spread the cult of the same. Massive distribution of music therefore serves to tell the soul of the brand more intensely, but also to make people feel part of this brand. Unlike music played on the podium, Spotify has the advantage of creating a social network who doesn’t necessarily dress, but certainly thinks and listens, with her favorite fashion house.

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Paris Fashion Week – Women’s Fashion Spring Summer 2021

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