Summary of the Key Points
This article highlights that press releases in the global fashion industry are suffering from severe linguistic homogenization. The language used in these releases is so similar that brand names can almost be exchanged, and they are filled with overused buzzwords such as “reimagining,” “pioneering,” and “paying tribute,” losing their authenticity and uniqueness. The article identifies four main reasons for this phenomenon: the need for cultural sensitivity in globalization, the loss of meaning during translation, brands shifting towards selling spiritual values, and the dominance of traffic-driven content strategies. It provides examples from brands like Bode and Jacquemus to suggest a solution: returning to more tangible content, using real stories, and diversifying communication channels, in order to revive the honesty and warmth that characterize fashion language.
1. Are All Fashion Press Releases Identical? Brand Names Can Be Hidden Without Any Difference
Today’s fashion PR releases follow a standardized format: whether from century-old luxury brands or emerging streetwear designers, they all use the same template. The approach starts with creating a “hook” (e.g., claiming to “revolutionize tradition”), followed by an emphasis on abstract concepts (“exploring nature and self”), then a celebration of materials and craftsmanship (“using premium fabrics”), and finally an elevation of the brand’s philosophy (“conveying a pioneering spirit”). The vocabulary used is limited to a few clichés like “reimagining,” “paying tribute,” “dialoguing,” and “enduring.” Overuse of these terms has stripped them of their original meaning, turning them into empty phrases that convey emotion without substance. For instance, if you hide the logos from LV and Zara’s PR releases, it would be difficult to tell them apart—because they both use similar, insubstantial language.
2. Why Has Fashion Language Become So Stereotyped? Efficiency and Risk Are to Blame
The problem is not with lazy writers; rather, it stems from the industry’s survival mechanisms:
- Globalization Requires Cultural Sensitivity: International brand communications must be suitable for a global audience and avoid cultural conflicts. Phrases like “integrating tradition with innovation” are safer than specifying details like “influenced by Ming Dynasty embroidery.”
- Translation Distorts the Language: Many PR releases are drafted in Europe or America, and when translated into Chinese, fixed terms are used to maintain the original meaning (e.g., “Elevated” instead of “luxurious,” “Duality” instead of “dual nature”). Local brands then adopt these terms, leading to increased homogenization.
- ** Brands Are Selling a “Lifestyle”: In the past, brands competed on materials and cutaways; now that products are easily replicable, they must sell abstract concepts like “who you are” or “what you want to become.” However, with everyone claiming uniqueness and self-expression, consumers find it hard to distinguish between them.
- Traffic Drives Language Choice: To attract more readers, editors rely on buzzwords proven to perform well (e.g., “pioneering,” “bestseller”). Social media platforms demand quick content production, so standardized language saves time, but it sacrifices creativity.
3. Are There Solutions to Revitalize Fashion Language? These Brands Are Already Taking Action
The key to breaking this cycle is not to come up with new terms but to return to more concrete and authentic storytelling:
- Bode: The designer uses vintage items (antique tablecloths, grandma’s old blankets, family memories) to create unique clothing. Each piece has a specific story behind it, making the product more memorable than its materials.
- Jacquemus: The brand shares personal, intimate stories in a conversational tone, breaking the coldness of traditional PR communications.
- Margiela: Under John Galliano’s leadership, the brand abandoned printed press releases in favor of podcast transcripts with natural pauses and imperfections, challenging the idea of perfect commercial packaging.
- Prada: Instead of using clichés like “women’s empowerment,” the brand discusses more meaningful topics (the relationship between the body and social structures) and connects them with specific artistic projects, making their messages more substantial.
4. Don’t Let “Safety” Kill Fashion’s Soul
Fashion is about rebellion, creativity, and individuality. However, standardized PR releases strip it of these qualities. When all brands use the same language, consumers cannot see the designers’ thoughts or feel the brand’s uniqueness. The article argues that fashion loses its rebellious essence when its communications become merely legalistic and safe. To revive fashion language, brands need to ditch empty buzzwords and communicate with consumers in an honest, tangible, and heartfelt way. For example, instead of saying “we pay tribute to tradition,” they could say, “The pattern on this garment comes from my grandfather’s old sweater, which he wore for 30 years.”
In Conclusion
The charm of fashion lies in its diversity. If even the language used in communications becomes identical, then fashion loses its meaning. I hope we will see more stories and emotions in future PR releases, rather than uniform, insubstantial rhetoric. What kind of press releases would you like to see? Think about it!