Shengyan Liu’s research while affiliated with King's College London and other places

Recent years have seen a proliferation of fashion buzzwords on social media platforms and a transformation of the fashion industry, which is closely related to the rapid development of social media. Therefore, this paper will specifically analyze the impact of social media on various aspects of fashion communication and popularity from the perspectives of social media, fashion brands and users. This paper takes two social media platforms, Instagram and RED, as typical cases to analyze the different features of different perspective media platforms and their positive and negative impacts on the fashion industry. Through the analysis of this paper, it is found that social media influences the development of the fashion industry through influencers, new digital technology, and high efficiency and instant characteristics, which not only helps the fashion industry to transform in the context of the new era but also promotes the dissemination of fashion concepts in people's lives. At the same time, however, there are some problems found in the fashion industry that need to be improved with the help of social media, such as the need to strengthen the supervision of the way of cultural dissemination, the need to correctly guide the negative impact on the consumer's concept of consumption, and at the same time, publicize and improve the mode of production of the fashion industry, paying attention to the protection of the environment and the maintenance of sustainable development.