On Talking About And Analyzing Fashion Online

Some things that helped me carve out my (online) space in the fashion industry.

A couple of weeks ago, I wrote a little bit about what it’s been like to find my place in the fashion industry in quite a non-traditional way. Since, well, data analyst isn’t typically the first role that comes to mind when someone imagines working in fashion. But alas.

So much of this finding-my-place journey—and the majority of opportunities that I’ve been able to pursue from building Data, But Make it Fashion—has been due to the data-driven fashion brand and trend analyses I publish publicly across social media platforms.

When I started posting daily on the Data, But Make it Fashion Instagram account in 2023, and watched it grow as a result, it wasn’t necessarily with the intention of having a popular social media page. Rather, with the understanding that having an online platform could open a lot of doors and opportunities within the fashion industry, and I wanted a shot at those opportunities.

Especially coming from this non-traditional-fashion-background, it wasn’t clear to me how I could even work in the industry to begin with. If I hadn’t begun posting online, sharing my more niche fashion-data insights with the world and watching them resonate, I’m not sure how I would have found my way in fashion at all.

So, for any of you who may feel similarly, or who might not know where to begin, here are some things that helped me do it.

PICK ME, CHOOSE ME, LOVE ME

There are thousands of fashion-related accounts and platforms online, sharing everything from industry news to runway reviews to campaign breakdowns to fashion history deep-dives, and so on and so on. So, it was important for me to consider why, among a sea of endless fashion content, would someone pick me?

I previously discussed the importance of knowing not just what you’re good at when it comes to fashion, but what you’re not so good at, too. And this is an imperative part of establishing yourself in online spaces.

Personally, I’m not great at talking to the camera (although I’m working on it). I don’t always notice all the correct historical fashion references. I can’t put together an engaging get-ready-with-me video, showing off products in an exciting way. I’m not great at making videos longer than one minute long. This is where other fashion accounts thrive. People aren’t going to pick me for any of these things. Instead, I focus on what I am good at and that will, perhaps, make me stand out instead.

For example, often after a runway show, my posts share insights on how the brand’s awareness has shifted since the new collection. Like, how Chanel’s popularity grew 15% in the day following Matthieu Blazy’s runway debut, or how the 2025 Victoria’s Secret Fashion Show was around 31% more popular versus the previous year’s. These specific data insights and corresponding thoughts are my area of expertise, and what people follow me for.

At first, when I began posting fashion discourse from this technology- and data analytics-based lens, I assumed this intersection would be far too niche to engage a wider audience. It’s been interesting to learn, over time, how to make even the more seemingly niche topics resonate with as many people as possible. (Mostly, as I previously phrased it, through throwing stuff at the wall and seeing what sticks). And, eventually, being as specific as possible regarding what my strengths were was a pretty solid idea.

SO YOU THINK THIS HAS NOTHING TO DO WITH YOU?

Just because there are a lot of people talking about fashion online already, doesn’t mean there’s no space left for new discourse. There are an endless number of things you can say about fashion. Because, well, fashion is everywhere, and intersects with just about everything.

Like sports (who’s the most fashionable Formula 1 driver?), entertainment (what were actors wearing at this year’s Oscars?), music (what did Karol G wear during her Coachella performance, and why was it important?), finance (does stock market growth correlate with the popularity of short shorts in menswear? maybe a bit of a stretch but hey, a correlation is a correlation!), and so on.

Not to mention there’s no list of fashion-related things you have to talk about; no universally correct path to get to the same place. While fashion month and runway shows and celebrity red carpets are an important part of the industry and the trends that become popular on a large-scale, that’s not all there is. There is so much more.

Besides, taking a step back from the fashion industry, and paying attention to other spaces, is a monumental part of better understanding fashion in the first place. Take, for instance, my analysis of how orange became the color of the year in 2025, where I cited examples across sports and music and celebrity pop culture and technology. Remembering that fashion is everywhere helps me not only talk about it more consistently throughout the year, but also in probably more interesting ways, too.

You can read more about how orange became the 2025 color of the year below:

All The Things That Actually Influence Fashion Trends, Such As The Color Of The Year

THE IMPORTANCE OF SPEED

At the end of the day, regardless of whatever fashion-related topic you’ve decided to talk about, talk about it quickly. Speed, when it comes to discussing fashion online, is imperative.