Instagram has changed how styles get discovered, how trends get set and how advice gets doled out. Now it’s changing the role of the stylist, too.
New York-based stylist Kim Naci, who has been in the industry for almost 20 years, says the rise of digital media has allowed her to connect with clients in entirely new ways. She began her career as a designer for Giorgio Armani and Marc Jacobs, before launching her own company, Style Editing in 2003.
Glossy caught up with Naci to hear what role social and digital media has played in her career. Answers have been edited slightly for clarity.
How has digital affected your job as a stylist?
Before social and digital media I would have to physically be in a store with a client, or take clothes from a shop to their house because they didn’t have time in their schedules to go shopping. Now, I can take a photo or video, have someone in the shop try it on for me and I quickly shoot the video off to people to see if they like something. I can also put together a look-book of pictures from websites, stores, videos and live stream runway looks.
So, it’s more convenient.
It makes things so much faster. Information is waiting for me, I’m not waiting for what’s coming down the runway, trends and colors. I can suggest a new designer I’ve discovered and we can follow them on Instagram to get a feeling for their work and style.
How has it changed your career over the years?
Exposure. Though most of my clients find me through word of mouth, everyone is going to go on Google. My social media pages and blog reassures them I have talent, experience and testimonials from others. But social media has also increased competition between stylists, suddenly people can see our different pages and compare what each other has posted.
What…like you haven’t stood in front of a @jgoldcrown mural and felt the pulsing of a thousand hearts before? #lovewall #bleedinghearts Love the twist @tinadiamonds for press day #axchange
A photo posted by kimnaci (@kimnaci) on Mar 29, 2016 at 3:22pm PDT
How does social media allow you to build relationships with future clients?
I did a video for Simon Malls in collaboration with Marie Claire magazine and the new platform launched by Nina Garcia #ShoesFirst. Digital video offers a reach not possible before shared media and I’m connected to people with whom I didn’t know through work or personal life, and our connection was possible purely through the sharing of the Simon Malls video.