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What does it meme? The rise and rise of the fashion viral

By Morwenna Ferrier

Fashion loves a meme. What better way to bring a sense of humour to the once po-faced world of fashion. But with some labels now designing clothes for this very reason, what is it like to become one?

  • Read more from the spring/summer 2019 edition of The Fashion, our biannual fashion supplement

I have never worn anything that could be considered “online content”. And, to the best of my knowledge, I have never gone viral. That is until one spring morning, enjoying a snack by the canal, alone save for the ducks, I realised someone on the bridge was taking a photograph of me. I glanced down at the dress I had on – less a dress, actually, and more a length of elegant bedding – and realised I had never looked more shareable.

The elegant bedding in question was a vast, diaphanous day gown by London-based designer Emilia Wickstead, from her spring/summer 2019 collection. It comes with a coif cap in the same 18th century-style print and there is a train, of sorts, which billows underfoot, and holes within the folds for my hands.

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Via:: https://www.theguardian.com/fashion/2019/feb/16/what-does-it-meme-the-rise-and-rise-of-the-fashion-viral