Ayra in UI: Celebrities, Branding and Their Influence in the Fashion World

 

By A'ishat A. Akano

Branding is one of how artists have promoted their art and brought more popularity to their creations or, so to say, business. Branding is a strategic and conscious effort to ensure that music artists create a unique identity and stand out in the competitive music industry. It is one way to ensure that some of these artists stay relevant in the industry because it has been established over time that talent is not enough. To stay relevant, some artists have embraced different identities to build an image or to maintain a culture. There are various ways in which artists build their brand and foster promotion. They could be identified through their backgrounds, the group they belong to, how they speak, relate to their fans online or in public space, and most importantly, their appearance to the general populace- visual identity.

Artists present themselves to the public, focusing on some visual elements. It could be using promotional materials, musical videos, and stage designs during live performances, and it could even be through their own body. All these are associated with building visual identity. Several looks or appearances have been associated with music stars and have stayed with them for a long time. This method of popularising oneself as an artist has long been a part of culture in the music industry. Tattoos, gold teeth and big chains or knuckle rings are trends for hip-hop artists, and braided hair is still a trend among Afro-pop male artists.

There was once a time when “nakedness” was the trend among female music artists to promote their art. Even though this is still quite rampant in recent years, I would say it doesn’t stand a chance with the practice in the early 2000s when female artists were finding their way into hip-pop culture and somehow, the trend was nudity. Onika Tanya Maraj, popularly known as Nicki Minaj, rose to fame in 2010 after her debut album, “Pink Friday”. It is a fact that she is an icon as a female rapper, one that has outdone herself numerous times, but I believe contributing to her success is the fashion style she embraced during those years. Also, is Robyn Rihanna Fenty, popularly known as Rihanna. She is also known for her liberal style of fashion. It was always intriguing to watch videos that featured these artists because you know what you could see.

While other visual identities are important, promoting oneself as an artist is greatly hinged on the way you are seen, and a lot of celebrities are adored or criticised for the way they dress and their fashion sense. This, most of the time, further enlarges their society, and they could also possess the power to influence followers. Celebrities have been influencing the masses for a very long time in all aspects of life, from art to culture, politics to social issues. And fashion is no exception.

Music stars have always been an object of criticism when it comes to the way they choose to appear in public. Back in 2017, Billie Eilish appeared with unique vocals, sharp lyrics, and a “not from this world” fashion style. Eilish is popularly known for street and baggy wear, monograms, and graffiti. Her physical appearance provides a sort of contradiction to her alluring voice, but this, in essence, makes Billie Eilish, well Billie Eilish. Even though she has faced countless criticism for being boyish, some love her for being herself. Her sense of dressing has been borrowed by a lot of her fans, and some even have make-up that’s her face.

The Afrobeat star, Ayra Starr, who is infamously known for her style, vibrant use of colours, miniskirts that end before the hip, crop tops that barely cover the chest and pieces of jewellery, has established herself as the queen of Y2K fashion. Their bold fashion movements cannot be seen as a fashion statement but as a form of rebellion. Well, I do not see her going against any established conventions; it is not a resistance in the music industry as her fashion style is a culture among female artists. With a blend of modern creativity, there is no disputing that this gen-z artist carved her style from early 2000s pop icons like Aaliyah, Rihanna and Destiny’s Child. Her visual representation has given her a youthful vigour allowing her to be less bothered about what the world thinks or says.

Ayra’s fashion choices have significantly influenced the style of many of her female fans. Some strictly adhere to the unwritten rules of this trend, while others are more cautious. This was evident at the recent “Ayra Starr Concert” held in the university community, where the audience was filled with women dressed in trendy, eye-catching outfits that can be easily chewed and swallowed. There was a dress code called “Ayra Starr,” and the atmosphere was vibrant with “Gen Z baddies.” A competition was even held to reward the lady who best embodied the aesthetic of the night.

The way most artists present themselves often influences how they are remembered. A good example is how my father refers to an artist’s appearance when he wants to talk about them. This reflects how they are perceived and what they promote. In one way or another, those who appreciate their art are shaped by the artists’ lifestyles.