I can't think of a time when the relationship between brands and consumers was not unilateral. Brands have always been the architects of trends, values, and societal norms. They hold the capability to influence consumer decisions and behaviors, shaping our preferences and choices. Our voices felt muffled in the midst of this prevailing brand dictatorship. Our sole role seemed to be that of a devoted follower, enthralled by the gleaming illusion of choice, instinctively aligning our choices with their offerings, foolishly believing that our enthusiasm and favored goods were genuine.
Furthermore, we have unknowingly been brand marketers. In my view, having even one follower on social media makes you an influencer. Based on this idea consider the following scenario: every time you posted an image on social media flaunting a particular brand, you were unconsciously promoting it. You were playing a part that you didn't necessarily sign up for, and you were indirectly assisting them.
This realization prompted me to question. Apart from the emotions experienced during the unboxing of a loved piece—but did we truly love it?—when was the last time a brand genuinely contributed to our well-being? How often have we felt our voices heard in the journey of a brand, that we were a part of its growth and evolution? The answers to these questions revealed a culture of dictation in which brands wield unrestrained power to shape our desires and needs. We are giving; they are taking.
However, I sense a shift on the horizon. I believe that the era of brand dictatorship will give way to one of collaboration and mutual growth, in which our ideas, preferences, and thoughts will shape a brand's philosophies and product direction. Giving and receiving will become a balanced exchange, benefiting both entities involved in the evolution and growth of the brand: consumers and the brand.
This anticipated shift could usher in a world in which our interactions with brands are more relational than transactional. A world in which we actively participate in the creation, growth, and success of brands and are rewarded for it. Indeed, brands must recognize that their survival is dependent on our recognition and support. They would be an invisible drop in the vast ocean of fashion if we did not engage. Unfortunately, only a few brands have truly acknowledged or valued our contributions to their journey.
Yet, in this emerging collaborative culture, brands will no longer be the sole authors of the narrative. Instead of being merely readers, we, the people, will be co-authors (co-creators) of the brand narrative. Although not every product will have our unique stamp, the overall brand will reflect our beliefs and aspirations. This collaboration has the potential to end in more sustainable and inclusive designs that reflect a wide range of consumer identities and beliefs. We'll start valuing the story behind the clothes more than the clothing itself. We'll talk about the unique touch we gave the t-shirt and what it represents, not how impressive it is. This way, fashion becomes more than just garments; it becomes a tangible medium of expression, connection, and reflection. Its true essence will resurface. (With these examples, I hope to plant seeds in your mind, seeds that can grow into fruitful ideas, springing from this shift in mentalities and approaches - The truth is, fashion will evolve to be much more than what most are accustomed to; garments will take a back seat to stories and identities).
This collaborative ethos, however, is not a one-way street. This is not to say that when this shift occurs, only we will reap the benefits. It will also help brands stay relevant, innovative, and in tune with their customers' ever-changing needs and values. It will foster brand loyalty and propel long-term growth by giving consumers a sense of ownership and alignment with the brand's journey.
Recognizing our critical role in this constantly shifting environment is essential. It is our responsibility to drive this change. Despite our significant influence and the vital role we play in their growth and survival, many brands appear unwilling to recognize this mutual dependence. They rely on our recognition, support, and advocacy for survival, whereas we have the power to thrive without them. They have the most to lose. This emergence of a collaborative culture, in my opinion, marks the beginning of balanced reciprocity, cultivating an industry, and indeed, a world in which giving and receiving are in balance.
Now is the time to break free from the constraints of brand dictatorship and fully embrace our roles as significant contributors to a brand's evolution. The horizon is expanding, and it is our responsibility to shape it. We are tasked with imagining a future in which the relationship between brands and us, the consumers, is one of mutual growth and partnership rather than obedience.
Our voices, choices, and values are not only heard, but also respected, valued, and integrated in this unfolding revolution. We have the opportunity to seize this moment and co-create a future that reflects our shared aspirations and resonates with our true selves!
It is time to envision a future in which every thread woven and color chosen tells our shared stories, embodying our collective aspirations and authentic selves. We can and must design a world based on mutual respect, shared visions, and endless creativity!
It’s time to redefine the horizons!
Artist Spotlight
Heybela
Despite the vastness of the music industry, only a few voices can be heard all over the world. There are many voices I wish the world would take note of, and I am committed to supporting and advocating for their recognition. Bela is one of these voices.
Bela, a Colombian artist, and I came across in the early days of my Web 3 journey. I recall our first conversation being about her debut NFT project, "Cryptoperreo"—the first reggaeton song in the form of NFT. It was and still is a celebration of the cultural revolution brought forth by Web 3.
I was immediately drawn to this project and was eager to learn more about Bela's journey—a curiosity I will forever cherish. I had the pleasure of collecting two of her songs, and believe me, they hit home not only in my wallet but also in my heart. Despite the fact that the songs are in Spanish (a language I am unfamiliar with), music knows no boundaries, and its ability to foster connections and self-reflection transcends linguistic boundaries.
Seeing Bela's musical evolution over the last two years has reinforced my belief that her stardom in the industry is on the rise. She's using her vocal prowess and the essence of her craft to leave an indelible imprint on the industry and our souls.
I urge you to closely follow Bela's journey. I'm expecting a flood of new songs. If you're doubtful about her art, listen to her songs and be swayed by their enchantment!
Astroporcelain
Astro is a super-talented digital artist who has created a digital gallery on Spatial and released a collection with DressX—she is a dynamic presence in the burgeoning digital domain. Despite the fact that my interactions with her have been limited since we began following each other, she has remained an artist I have consistently followed with keen interest.
Her advocacy for the collective voice captivates me more than her exceptional artistry—a refreshing and innovative exploration of digital fashion. She previously used her blog as a platform to amplify many voices in the Digital Fashion space, voices that, like her own, deserve more attention. Her written word is as enthralling as her artistic works.
Looking at her portfolio provided me with insight into her evolving artistry and meticulous approach. The precision and harmonious interplay of each detail and color is completely mesmerizing, inducing that inexplicable sensation that we frequently articulate with a simple "Wow."
I urge you to follow Astro on her social media channels, where she will regularly share updates about her journey. Some of her pieces, to my knowledge, can now be explored and adorned through Zero10—you can find them on her profile. I invite you to explore her website, where her enchanting designs await to enchant you. Her digital gallery is a must-see for a more immersive experience in her world.
Thank you for reading!
Have a fantastic day!
Eduard🌹
