時尚編輯的數位新守則 連喝咖啡都要上傳
Fashion Editors New and Old in the Digital Age


而<Lucky>的總編Eva Chen,可以算是21世紀數位時代的時尚編輯典範,與傳統時尚總編或一般編輯不同的是,她同時還是社群媒體名人以及街拍明星。自2013年上任總編一職以來,35歲的Eva Chen成功打破傳統時尚雜誌的編輯形象,積極透過數位平台與時尚愛好者做第一類接觸。Eva Chen目前於Instagram 有35萬追蹤者,也在Twitter、Tumblr、Snapchat和Vine上都有超過數十萬的粉絲人數。Eva Chen自己坦承,她甚至有點沉迷於社群媒體的經營之中,表示社群媒體是沒有規律的,可以侵占一個人的生活。

Eva Chen也是街拍攝影師追逐的明星。

Eva Chen也是街拍攝影師追逐的明星。

在去年度假之時,她在短短5天之內的時間便發布了超過120條Twitter訊息,以及超過30張Instagram 圖片。Eva Chen認為新時代的人們會生活的更有壓力,無論是否處於公眾視野之下,人們只要喜歡就會隨意評論,因為永遠也不會和被評論的人面對面相見。她表示,自己會主動地閱讀自己的發文下,負面的、消極的評論,因為不想讓年輕人認為這樣的行為是正確的。面對當下數位以及社群媒體當道的大環境,Eva Chen對於想從事時尚編輯工作的年輕人建議:掌握不同平台的特性才是成功關鍵,「如果你認為你是個善於俏皮言詞的人,那麼Twitter就很適合你;如果你善於用影像說話,那麼Instagram或Tumbler將是你發揮的最好歸屬」她解釋著。但Eva Chen最終也表示,她認為社群媒體並不是適合所有人,不是每個人都必須搭上這股風潮,保持神秘感或許是數位時代的另一種操作手法。««

Eva Chen經常在Instagram上分享自己的行頭。

Eva Chen經常在Instagram上分享自己的行頭。

»»We see the CFDA awarding Instagram with a special media awards, and we know that the times for fashion editors have changed. In our digital era, we now see fashion editors not only writing but also socializing fervently on social media, including Twitter, Facebook, and Instagram. The trend of fashion editors being active on social media is somewhat unavoidable, but may also produce disastrous results at the same time. Vogue editor-at-large, Elisabeth von Thurn und Taxis’ picture of a homeless woman reading Vogue on a Paris street corner received a huge backlash, though she has since removed the photo and publicly apologized, this nevertheless serves to be a sharp reminder of the double-edged sword that digital media is.

Cathy Horyn, being in the fashion industry for more than 28 years has stepped up to embrace social media starting from her blog “On the Runway” in the New York Times website. Her online fanbase has since widened to more that 30k followers on Twitter, and a few million unique visits to her site daily. She says as facing the short attention span of the digital audience, you really need an unique voice to stand out, “but always write from the heart” she advises. Suzy Menkes, longtime critic of the digital world in fashion has also warmed up, and says that it is an advantage that young writers aspiring to be a fashion editor can now garner attention from social media sites, and she herself is learning the ropes of visual storytelling online. 

Eva Chen is most definitely the poster-child for the digital-savvy fashion editor f the 21st century. Since being appointed Editor-in-chief of Lucky in 2013, she currently has 337,000 on Instagram and 107,000 on Twitter, plus more on Tumblr, Snapchat and Vine, bringing her closer to her readers than any previous editor has been. Acknowledging herself to be a bit of an addict to social media, she says that it is certainly not for everyone. “You have to know wheat yours strengths are, if you’re cheeky with words, then Twitter is for you. If you are a whiz at telling story in picture, you may be more suited to Instagram or Tumblr”. But she also agrees that in this age of too much information, maybe a little mystique won’t hurt.««

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