By The Flawless Editorial Team
Big Tech is Swinging to the Right. What Should Fashion Do?
As we step into 2025, the global landscape of technology, politics, and culture is undergoing seismic shifts, and fashion finds itself at the crossroads of these changes. Big Tech—the giants like TikTok, Meta, and Google—are wielding more influence than ever, dictating not only how we connect but how we shop, consume, and even perceive style. TikTok, once a beacon of creative freedom, is now embroiled in policy and political controversy, while Meta’s ever-growing dominance continues to reshape our digital lives. With Big Tech swinging increasingly to the right in terms of both policy and influence, what is the fashion industry to do?
For years, fashion and technology have been intertwined, but now, more than ever, the industry faces a question that demands urgent attention: How can we continue to thrive in a world where tech platforms, particularly those controlled by a handful of corporate giants, are altering the very nature of how fashion exists in the digital space?
The Shifting Digital Landscape
The digital platforms that have been central to fashion’s rise in the 21st century are now changing the way we define creativity, commerce, and even culture. For fashion brands, the impact of these changes is twofold: not only do they need to adjust their strategies to stay relevant, but they must also navigate increasingly complex political landscapes.
TikTok, once hailed as the ultimate fashion disruptor, has seen its future grow uncertain. Amid calls for tighter regulation and government crackdowns, the app’s trajectory has shifted. No longer merely a platform for viral dance routines and influencer culture, TikTok has become a political battleground, with governments in the U.S., Europe, and beyond questioning its role in shaping young minds.
Meanwhile, Meta, with its dominance across Facebook, Instagram, and WhatsApp, continues to expand its grip on both social media and digital commerce. As Meta seeks to control even more of our online interactions, from virtual reality to integrated shopping experiences, it is clear that the platform is moving ever further into the realm of political influence.
For the fashion industry, these shifts present both opportunities and challenges. The tech giants, with their control over how we see and interact with the world, are more influential than ever in shaping public perception of style. Their ever-evolving algorithms prioritize certain narratives and filter out others, with ramifications for the way trends emerge and how consumer behavior is directed.
As brands struggle to stay ahead of tech trends while maintaining a sense of authenticity, they must navigate a new political reality. The ideological shift of Big Tech platforms can no longer be ignored—these companies are not neutral platforms but are increasingly involved in shaping the culture, values, and ethics that we consume.
The Struggle for Authenticity in a Tech-Dominated Era
One of the most pressing challenges for the fashion industry in the digital age is maintaining authenticity. Fashion has always been about individuality, expression, and storytelling. Yet, as the tech giants continue to shape our digital experiences, these qualities risk being diluted by algorithms designed to maximize engagement and profit.
Social media platforms, especially Instagram and TikTok, are built on the premise of personalization—offering users content based on what they’ve liked, shared, or engaged with in the past. But personalization, in this sense, is a double-edged sword. While it allows for highly targeted marketing, it also creates a cycle of homogenization. The more a platform learns about its users, the more it feeds them content that reinforces existing preferences, pushing them further into echo chambers. Fashion trends become not a reflection of organic creativity but of what is most likely to generate engagement.
This presents a paradox for fashion brands. On one hand, they must engage with these platforms to stay relevant and visible; on the other hand, they must resist the temptation to conform to the pressures of viral content and algorithmic trends. The question then becomes: How can fashion maintain its essence of creativity and individuality in a world where algorithms dictate what is seen and heard?
The answer may lie in a return to transparency and individuality. Instead of simply pandering to the algorithm, fashion brands can focus on creating content that tells a deeper story—one that reflects the values of the brand and the authentic desires of its audience. By placing a premium on quality content and community engagement rather than chasing trends, fashion can reclaim its narrative from the clutches of corporate-driven tech monopolies.
Embracing a New Era of Ethical Digital Engagement
In response to the growing influence of Big Tech, a new wave of ethical digital engagement is emerging within the fashion industry. This approach is grounded in the idea that brands must not only create great fashion but also engage with their audiences in a meaningful and ethical way. This includes transparency around product sourcing, advocating for sustainability, and providing honest, unfiltered content that prioritizes the values of the brand over profit-driven algorithms.
Fashion brands that prioritize community over virality, transparency over manipulation, and authenticity over algorithmic pandering are likely to succeed in the years to come. These brands will focus on building genuine relationships with their audiences, rather than relying on the false promises of automated engagement metrics. In doing so, they will help reshape the conversation around fashion in a world where tech companies hold the reins.
The Role of Social Media and Content Creators
Influencers and content creators remain central to the intersection of fashion and digital technology, but their role is evolving. Once seen as disruptors of the traditional fashion industry, influencers now face increasing pressure to align with the interests of the tech platforms they rely on for visibility and engagement. However, as the tech landscape becomes more politicized and ideologically charged, influencers must navigate the delicate balance between staying true to their own brand and adhering to the agendas set by the platforms they work with.
The answer, once again, lies in authenticity. Influencers who carve out their own space, separate from the influence of Big Tech, will have a distinct advantage in the future. By staying true to their values and promoting diversity and inclusivity, these content creators can help create a more ethical and independent digital space for fashion.
What’s Next for Fashion?
The fashion industry, long a symbol of freedom, creativity, and individual expression, now finds itself at a critical juncture. The increasing dominance of Big Tech platforms—particularly those swinging politically to the right—presents both challenges and opportunities. While these platforms hold the power to shape trends and dictate narratives, fashion can still maintain its integrity by focusing on authenticity, transparency, and ethical engagement.
Rather than simply bending to the whims of algorithms and platform politics, fashion should seek to lead the conversation. It is time to move away from the chase for viral content and embrace a new approach that places value on meaningful connection over commodified engagement. In doing so, fashion can remain the revolutionary force it has always been—resilient, relevant, and reflective of the diverse and vibrant cultures that inspire it.
The fashion industry must embrace this new era, leveraging the power of digital platforms while resisting the encroaching influence of Big Tech’s political agendas. As we look toward the future, the key to success will be authenticity—both in the clothes we wear and in the ways we engage with the digital world.
