How the image of stars affects the perception of their style: PEOPLETALK columnist Alena Goryacheva tells on the example of Bella Hadid and Olga Buzova

Just a few days ago, a real discussion started in our editorial office, the subject of which was Bella Hadid’s style. “I wish our stars would dress like him!” – that was the main message of the speech. And then the editors were divided into two parts: the first believed that the entire domestic show business would change instantly, the second were sure that nothing would change, and the images of Bella in our stars would look as ridiculous as possible.

And so the topic of our today’s column was born: how the image of a celebrity affects the perception of style. Why do some things look so cool that you want to buy everything and not others? We turned to Alena Goryacheva, our columnist and author of Devil Wears H&M Telegram channel, for the answer. In this article he will talk about the influence of image, the work of a stylist and the power of social networks.

Alena Goryacheva, author of Devil Wears H&M Telegram channel

It’s no secret that we all follow fashion phenomena on social networks, not the shows at Fashion Weeks anymore. All the high profile collaborations, all the new bags from famous brands, we mostly see it there.

A fashion influencer is someone who sells clothes to you and me. We’ve followed models on the catwalks before, sifted through glossy magazines, developed our observation and analyzed ourselves what’s relevant this season.

The age of social networks and fast fashion has greatly influenced how and what we buy now. Something absolutely inconspicuous and strange will look cool and cool if properly photographed in Instagram * (considered an extremist organization in the Russian Federation).

A delicious and juicy picture causes us to spend our hard-earned money on things we never really need. In general, all brands from small to large are set up for this. An important role in this is played by the reputation and media exposure of a particular influencer.

A perfect example is Bella Hadid. Now the whole world is watching her images, and what the model wears becomes the object of desire for thousands of fashionistas around the world in a matter of days. Thanks to Bella, this year we are actively buying corsets, knitting plaits, wearing big earplugs and much more.

Or, for example, Italian fashion blogger Chiara Ferragni. It is he who buys the newest things from luxury brands. Over the years, Chiara has created her own unique style of photography and presentation – for which giant brands love her, and viewers unquestioningly trust everything Chiara posts on her social networks.

In fact, there are very few influencers with capital letters. Despite the widely held belief that every second girl who now has a million subscribers impresses the masses, this is actually not the case. That’s why if Olga Buzova wears the same Bella Hadid, the audience’s reaction will be completely different. By the way, I think that you do not need to explain how much criticism Olga received, although it is not always objective. Sometimes they have really good debuts and really great things.

So why is it that Bella’s outings are admirable, but if our pop scene diva wears the same look, there will be no success? It’s all about the right team, competent PR and other things on the list. If our stars had good and professional managers and stylists who knew what was important in 2022 and decided for themselves which brands the star would collaborate with, I can assure you, things would be different.

However, I would like to state that we are on the right track. In recent years, local celebrities have also started working with stylists, although they had neglected this before.

That’s why I’m optimistic about it. I think that soon many Russian stars will get themselves a professional team and good managers. And that’s when everything changes. Yes, yes, you will see, only then will we be able to be proud of our compatriots. Let’s admire their red carpet looks (by the way, I will talk about this in the next column), buy the same clothes as theirs and try to repeat their photos on social networks.