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HMXME — Are People Finally Reclaiming Fashion?

Has haute couture finally come to be ruled by the masses, instead of the masses being ruled by haute couture?

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Designer collaborations on the high street started a long time ago — December 2004 to be precise. That’s when H&M released the collection they’d made with Karl Lagerfeldt. Personally, I still have some items from Sonia Rykiel’s collection with them in 2009. This year H&M teamed up with Moschino, which was featured in British Vogue. And just recently Halpern x Top Shop made waves with their glittery glam collection.

What’s currently trending on Instagram, though, is #HMXME. At a time when “haute couture” is changing, people are starting to reclaim their own sense of style. Seasons are no longer seasons. Ready to wear is a thing. The aforementioned high street collabs are happening. Female and male fashion is merging. You’re almost as likely being featured in Vogue by wearing cool clothes on the street during Fashion Week as you are if you’re a model. Companies like Vetements are protesting against the system (but still using it to their advantage to sell clothes for insane amounts of money). People are starting to wake up to the fact that sometimes it’s fashion, and with it, multi-billion dollar conglomerates, that rule them, rather than them ruling fashion. And so, the rebellion has begun. From capsule wardrobes to the importance of making a style statement by creating your personal style instead of being a slave to “the current season,” people are starting to reclaim their wardrobes by limiting seasonal influence.

Fashion is a big industry that supports a lot of people. Fashion is a great way for creative expression and simply showing off who one is through what one wears. It’s also a wonderful tool to make a statement for a cause. But, it can be used for unethical business practices, harm the environment through the use of synthetic materials and over-consumption, and ruin people’s economies (and egos) if they believe they’re nothing without the latest season designer labels in their wardrobes. What’s more, many people have come to believe that they need to be “model thin,” or airbrushed, to feel good about themselves, but that, too, has started to change.

User Generated Content for Marketing in the Fashion Industry

Burberry started a trend many years ago of using customers as their models. They encouraged people to take photos of themselves wearing their iconic trench coat and post them on social media. They teamed up with street photographers and models around the world to make it happen, but essentially they were turning their customer into a model.

Companies like Aerie (part of American Eagle Outfitters) made a pledge to only use non-edited photos of swimwear models and followed it up with encouraging people to take real shots of themselves wearing Aerie swimwear and post it on social media to raise awareness for the National Eating Disorders Association (NEDA).

There have been many more similar campaigns where companies have monetized people’s wish to be seen. It’s a marketing trick. But it’s also a trend that’s led to people being more and more in charge of the fashion industry. I, for one, find it incredibly exciting.

Quality control is still needed. H&M isn’t going to stick all photos people take on their website. In a similar manner, here at Vigyaa, we allow anyone to post, but editors are constantly going through the content, looking for what to put on the front page. Like H&M we have brand guidelines and our own set of rules for quality control. That prevents us, and H&M, from being just another social media feed. But what’s exciting is that the doors are open to anyone.

It’s the same in the publishing industry. Websites like WattPad, InkItt and FicFun means anyone can publish their novel to the world. What gets put on the front page and who the big publishers source from there is still a matter of quality control, but unlike in a bureaucratic past, every man has a shot at being seen. And it’s exciting.

To celebrate this trend we’re featuring some of the images we found on Instagram for HMXME. Personally I’m also hoping that soon HMXME will be designs created by the people, not just well-known designers. 

@sweetladylollipop

We can’t resist this lollipop sweet rendition of Christmas cozy. 

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@maajitaa

A classy, wintery feel. Who doesn’t love that?

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@thefoxandfern

Festive. We love how the red lipstick gets picked up by the red leaves in the background.

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@raquelsmx

As she points out: sun in London in winter and sunglasses to match. It’s rare. Love the happy touch the colorful scarf brings.

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@nickkimberley

Street style.

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@itsalexlinares

The matching browns are just right. And check out the metallic vibe in the sneakers.

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@alessioveschi

Shearling at its best. OK so we chose this because of the matching colors in the photo — its stunning. But shearling is hot right now.

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@ultraviolence_blog

These high waist trousers are so right now. But we fell for the black and white vibe and the pose, more than anything else.

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@wearitlikemel

This feels kind of twenties…had it been a dress, but it’s actually a sweater and a skirt. We love the happiness this photo exudes.

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@littleglitterybox

Those pants. Seriously. New Years is saved.

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@mimisfashionmoments

Anyone else thinking “hello 90s punk” meets Christmas, meets general greatness?

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@sarahrebeccanel

A plunging v-neckline is all en vogue in the swimwear section right now.

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@christinawonsbeck

This is just too cute, but with just the right amount of attitude. Love it!

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@ogata_photo

That shot. The hero in the movie has arrived. 

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Related Articles

It's really hot outside right now - and sometimes the question is, what are we going to do now to offer the kids something despite the heat? We have some tips for you, maybe you can use them with your little ones.


Water fun in the pool


We have a pool in the garden, but it is not very big, about 3 meters in diameter, in our eyes absolutely sufficient for a fun or quiet cooling. Surely you can not swim in it, but in order to "dive" for an object, or "water dances" or just to relax, it is definitely enough.


One should not forget that also in the water to the sun protection must be thought. That means, as in the outdoor swimming pool: do not forget to apply creams. In the best case, the pool is in the shade or is protected by a larger parasol. Ours is in the sun - we hold the children in strong heat and sun to regular water breaks, so that they can then stay in the shade. Sometimes they do not see it directly, but with some persuasion and an ice cream or drinking break, it works.


Water fun without pool


If you're hoping for a big jackpot, you also need to know that it can only be broken with the highest stakes. Only when you risk a high stakes, you can even with a direct hit the jackpot free games Super Hot Fruits. This also applies to progressive jackpots. Depending on how much money you have, you can choose according to the machine to budget.


Not everyone is in possession of a pool, has no garden or simply lacks the money for the purchase. Alternatively - as with us earlier - a small pool of water or an old bathtub can be set up and filled or even just a bucket of water, where it quickly sets the fun, namely, if you use small syringes and injected each other wet.

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Or fills bombs and plays catching, at some point they are sure to break and depending on how cold the water is, in some the screaming is certainly great.


Do you have gradients on the property? Then try a waterslide. A tarpaulin is laid out, at best a slightly longer one, filling a bucket of water and sliding down with or without a butt-end slide. Or build a shower or a sprinkler, where you can also refresh yourself wonderfully. However, this is more likely if you can take the water from a well or rainwater collection tank. Tap water is too expensive.


To eat and drink


You should always encourage the children to drink. Of course, they only do it when they are thirsty, and then it is already too late. There is then already a lack of fluid in the body. For example, 10-year-olds should drink around 1.2 liters a day. In case of heat, sports or illness this need increases. Outdoors, the glasses or cups should always be capped, as there is a risk that bees or wasps will fly in. The safest are lockable plastic water bottles.


Our favorite drinks are:


  • water diluted with water
  • Springs of any kind
  • sometimes cold tea (fruit tea, slightly sweetened)
  • water


To eat at noon in such a heat often nothing hot, but rather fruit, pudding and cold dishes, cereals with fruit, yogurt, milk and other things, which falls into our hands.


What you can do with children when it's really hot


Summer is finally here, and that's right! In the meantime, if it's too hot outside for you, we have collected a lot of ideas for "cool" activities with big and small children - whether at home or on vacation.


If the outside temperature is more than 30 degrees Celsius and the sun is burning, you should do the same to the inhabitants of southern countries: stay inside during the day. Unfortunately, it is rarely as pleasantly cool in Central European apartments as in a Moroccan riad or Spanish patio.

Our hot-tip game tip: Turn on the fan and spray each other with a water atomizer - the wind adds a great deal of "glorious cool" factor and the spray is so fine that the floor does not get really wet (and slippery).


Funny for smaller children are also soap bubbles, tissue paper snippets or light cloths that can fly in the vortex of the fan; the elderly may try to keep folded aircraft in the air with the help of the fan.

 

Summer Idea Number one: bathing, splashing and swimming


On the beach and the sea you have to do without - or at least wait until it finally goes on vacation? Well, it would be too hot for your little ones anyway.

Even on the smallest balcony fits a wash basin for prattling. With watering can, pots and scooping tools, little children are busy for hours. And if it is too hot even there, just sit in the bathtub with your child.

 

Tip for shower-only users: An inflatable paddling pool can be squeezed into the lowest bath.

 

Do you have a yard or garden, where the temperatures are reasonably bearable, then you can declare this area to the water playground (a meadow in the park is of course also). A garden hose with spray attachment, a few water guns from the toy store (which should be sold out, Amazon often provides the very next day) and self-filled depth charges are the basic equipment for a day full of "Aqua Fun".

Your imagination knows no bounds: homemade glitter-glibber , bodypainting with finger paints or ice cube massage - you'll probably find more "cool stuff".

 

On the way in the city it gets really unbearable on hot days - the children sweat and nölen, playgrounds lie in the sun and on the slide one burns up the A ... In many cities public fountains offer a splendid refreshment.

 

Experience report thoroughly before you let your offspring climb into these facilities:


How is the soil under water - overgrown with slippery algae, sharp-edged or with tripping hazards?

What is the water quality? (if it is not drinking water, infants should not bathe here)

How strong are the fountains, is there a risk of injury or are the facilities even endangered by playing children? (You have the duty of supervision! If your children break something while you are supervising them, the liability insurance does not cover the damage.)

Are there signs or prohibitions for the use of the fountain? Where many tourists are traveling, bathing children are often not so welcome.

Is the fountain in the shade? When playing in the sun, while they are pleasantly wet, children do not notice the heat and get a quick sunburn or sunstroke.


 

For reasons you should not let your kids play naked in such actions; instead of a bathing suit or bikini, T-shirts and shorts get better, which you then exchange for dry ones. After all, you use the fountain quite by accident and not specifically as an outdoor pool, right?

 

By the way, much cooler than bathing lakes are brooks - if you come to one (in the city area many small watercourses are unfortunately completely embedded in concrete or laid underground), then enjoy the ice-cold foot bath.


 

If you really want to take a good bath, the early morning hours or the time just before the closing time are ideal for a visit to the outdoor pool. If you jump into the pool first, you will enjoy cool temperatures, more space and shade on the sunbathing lawn; the soil is not yet so heated and the ozone pollution of the air is still low.


After work or a kindergarten visit you are best left with a visit to the outdoor pool, even if you really want to swim. At 6 pm, most of the outdoor guests are slowly packing up, the area is empty and you can enjoy the water until the end.

Tip: pack a light picnic and have dinner in the bathroom. Then you can put your clean, well-fed and well-made children directly to bed at home.

 


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