International pop stars and their big budget music video wardrobes are influencing our clothing choices more than we may realise.
You might watch singers with brightly hued wigs, frighteningly high platforms and impossibly skimpy leotards writhe around on screen and ask yourself, “who would wear that?”
Katy Perry's multi-coloured tresses are one example of a music video statement gone real-world viral. Photo: José Goulão/Flickr
But step into any High Street store and you’re likely to find reworked pop star pieces, such as cut-out body suits, faux leather leggings and wannabe rock tees.
The link between music video fashion and clothing retailers is growing stronger all the time.
Since music videos were first broadcast into our homes in the 80s, they’ve brought big bucks to singers, producers, agents and sponsors.
But now, thanks to Youtube and Vimeo, we can watch clips whenever we like, making the medium prime advertising space for fashion retailers too.
Take the music video I Think She’s Ready by Iggy Azalea, FKi and Diplo.
You might love luxe outfits from labels such as Givenchy, Phillip Lim and Christopher Kane, but do you know what’s going on behind the scenes?
The artists actually teamed up with online retailer SSENSE to create an interactive video where viewers can simply click on an outfit and purchase it in minutes. It’s a seamless progression from music to consumerism.
And the cool trio aren’t the only artists who have picked up on the potential for selling the shirts off their own backs.
The celebrity clothing line is becoming the new celebrity perfume it seems, with Jay Z, Justin Timberlake and Gwen Stefani all adding ‘designer’ to their bulging resumes.
As for trends, you can often trace them back to a super popular music video sooner than you can find a runway reference. Take Lana Del Rey’s flower crowns in Born To Die, Katy Perry’s hair streaks in Firework and Lady Gaga’s … well, anything that Lady Gaga has worn ever.
Jam Baylon is a stylist who has worked for Peppermint and Fashion Journal magazines. She also works with indie singer Lisa Mitchell, styling all of her music video looks.
Ms Baylon says she seen a lot of retailers stocking pieces that mimic music video looks.
“Recently when I’ve been sourcing clothing for my work, I’ve noticed looks that are clearly influenced by celebrities and especially singers’ clothing style in their videos,” she says.
“One thing I’m seeing everywhere are Doc Marten style boots, they’re in lots of music videos by artists such as Miley Cyrus and Rihanna.”
“Whatever artist has a look that’s iconic in a video clip … I think similar pieces will start showing up in retailers because that’s what consumers want these days.”
Muses through the ages
Musicians have been inspiring our fashion decisions since before MTV’s US launch in 1981 – check out our timeline of fashion’s musical muses.
Which pop star’s style do you admire?
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“I like Lana Del Ray. She wears a lot of clothes from the 50s that are very simple, colourful and playful.” – Sophie Baring, 17, student |
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“I really like M.I.A’s clothes in the XXXO music video. She has the best fashion – it’s so wacky and creative.” – Alex Klages, 19, student |
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“Grimes is my favourite singer and dresses so well. I like her purple and blue hair, her “camo” (camouflage) outfits and her awesome shoes.” – Katherine Guest, 18, student |
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“Rihanna because her style is edgy and cool. She has good hairstyles and always wears great colours.” – Nyutap Muon, 21, student |
Tell us: what trends will you be adopting this season?
