Fashion celebrates the return of print

From catwalk to bookshelf

Fashion houses are increasingly intertwining their identities with literary pursuits. Chanel's 'Les Rendez-vous littéraires' and Miu Miu's 'Writing Life' club exemplify this trend, creating spaces where style and storytelling converge. These initiatives go beyond mere marketing, representing a genuine shift towards substance in an industry often critiqued for its superficiality.

Clare Waight Keller's couture collection for Givenchy in spring 2020 paid homage to Virginia Woolf and Vita Sackville-West, while Kim Jones transformed a Dior Homme catwalk into a replica of Jack Kerouac's 'On the Road' manuscript. These literary influences are not just aesthetic choices; they reflect a growing appetite for narrative and depth in fashion, mirroring consumers' desire for products with substance and story.

The tactile allure of print

In a world saturated with digital media, there's a growing appreciation for the physical act of reading. Sarah Andelman, co-founder of the iconic Parisian concept store Colette and now founder of the publishing house Just an Idea, is at the forefront of this movement. Known for her innovative approach to retail and culture, Andelman has always had a passion for print. "There's something irreplaceable about the feel of a book in your hands. It's a luxury in today's fast-paced world to sit down with a physical book", she notes. Her publishing venture, Just an Idea, is a testament to her belief in the enduring power of print in our digital age.

This sentiment is echoed across the fashion industry, with many brands opening their own bookshops and cultural spaces. Marc Jacobs' Bookmarc stores have become cultural hubs, while Saint Laurent recently opened Saint Laurent Babylone, a bookshop and cultural space in Paris. Chanel's 7L bookshop in Paris, housing Karl Lagerfeld's impressive collection of 33,000 books, further underscores this trend.

Books as the new 'it' accessory

In an intriguing development, books have become the latest must-have accessory in the fashion world. Celebrities and models are often photographed with carefully chosen titles, creating a new form of intellectual posturing. The New York Times has even suggested the emergence of 'book stylists', highlighting the growing importance of literary choices in celebrity image-making.

This trend extends beyond the fashion industry, with musicians and actors joining in. Pop star Dua Lipa's Service95 newsletter regularly features book recommendations, while actors Harry Styles and Emma Roberts have been spotted toting books, turning their reading choices into fashion statements. These public figures are not just showcasing their personal interests but also promoting reading as a lifestyle choice.

Model Kaia Gerber has launched her own book club on Instagram called 'Library Science', while actress Sarah Jessica Parker has started her own literary imprint, SJP Lit. These initiatives further blur the lines between fashion, celebrity culture, and literature.

A counter-narrative to digital overload

The fashion industry's embrace of literature represents more than just a passing trend. It's a powerful manifestation of a growing digital media backlash, where consumers and brands are consciously moving away from digital-only experiences towards more tangible and meaningful interactions. This shift offers a counter-narrative to our fast-paced digital age, celebrating the slow, deliberate act of reading. The emergence of fashion house bookshops, literary-inspired collections, and celebrity book clubs are all signals of this backlash against digital saturation.

Reading parties, where people gather to read silently in each other's company, further underscore this desire for connection through shared literary experiences. This trend can be seen as a reaction against an environment where 'intellectual' and 'elitist' have often been used pejoratively. By embracing literature, the fashion world is not just selling clothes—it's championing a lifestyle that values intellectual engagement and the timeless appeal of the printed word, offering an antidote to the constant noise and ephemeral nature of digital media.

Print as a multisensory experience

Anthony Vaccarello, creative director at Saint Laurent, explains the appeal of physical bookshops: "These spaces are about more than just selling books. They're about creating a multisensory experience that celebrates the written word in all its forms".

This focus on multisensory experiences aligns with the fashion industry's traditional emphasis on tactile pleasure and visual aesthetics. By incorporating literature and print culture, fashion houses are expanding their sensory palette, offering consumers a richer, more immersive brand experience.

The future of fashion and literature

As the fashion world continues to embrace literature, it's clear that this trend reflects a deeper cultural shift towards mindful consumption and intellectual engagement. In a world increasingly dominated by digital experiences, the book has emerged as a powerful symbol of authenticity and depth.

Initiatives like News and Coffee, a service that curates and delivers a selection of international newspapers to subscribers in Spain and the UK, further demonstrate the growing appetite for tangible, curated content. This service, much like fashion's embrace of literature, speaks to a desire for thoughtfully selected information and experiences in an age of digital overwhelm.

For the fashion industry, literature offers a rich source of inspiration and a way to connect with consumers seeking substance along with style. As we move forward, it seems likely that the relationship between fashion and literature will continue to evolve, writing new chapters in the story of how we express ourselves through what we wear—and what we read.

The renaissance of print in the fashion world underscores the undeniable power of the written word, affirming that in our digital age, the tactile pleasure of turning a page remains essential. As fashion houses turn the page on digital fatigue, they're not just selling clothes—they're selling a lifestyle that values intellectual engagement and the timeless appeal of a good book.

For marketers and the advertising industry, this trend underscores the continued importance of print media. The fashion sector, known for setting trends and influencing consumer behaviour, clearly establishes that print commands significant cultural capital. This suggests that print advertising and marketing strategies remain relevant and potentially powerful, especially when targeting audiences who value depth, authenticity, and tangible experiences. As the fashion industry continues to champion print, it provides a compelling case for the enduring role of print media in broader marketing strategies.