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Meta Adds More Reels Creation Options in Instagram and Facebook

As it continues to lean into the short-form video trend, Meta is adding new ways for users to remix content into Reels on Instagram, while it’s also added the capacity to create Reels from your existing videos within Creator Studio. First off, on IG – as shown in this example, posted by Lindsey Gamble, some…

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Meta Adds More Reels Creation Options in Instagram and Facebook

As it continues to lean into the short-form video trend, Meta is adding new ways for users to remix content into Reels on Instagram, while it’s also added the capacity to create Reels from your existing videos within Creator Studio.

First off, on IG – as shown in this example, posted by Lindsey Gamble, some Instagram users are now being notified of a new ‘Remix for photos’ option when posting static images in the app.

Instagram Reels remix

As Instagram explains, Remix for Photos enables users to create Reels based on your feed post content, which they can then download themselves, within their own clips. Which means that people can re-use your content however they like – but you can switch off the option in your settings if you’d prefer that not to happen.

Here’s how it looks in practice:

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Instagram Reels post remix

It’s another way to react to content in the app, which has become a popular use case on TikTok, with the participatory nature of the platform essentially building on meme trends by enabling users to provide their own takes, as opposed to just consuming the latest content.

Instagram now also enables users to remix any video they see in the app, providing more inspiration for Reels content – and with Reels now contributing 20% of all time spent in the app, it makes sense for Instagram to lean into the trend where it can, and add more options for Reels engagement.

In terms of brand use, this could be particularly handy for inviting takes on new products or brand announcements, with users able to share a quick response via Reels clips. That could also lead to some lambasting of brand announcements via the same process, but getting your audience to interact with your posts could be a good way to boost reach and engagement.

On another front, Meta has also added the capacity to create Reels in Creator Studio, by remixing your existing videos into shorter clips.

Creator Studio Reels creation

As you can see in this example, posted by Facebook marketing expert Mari Smith (and shared by Matt Navarra), Meta is notifying Creator Studio users of its new process to trim your existing videos into Reels clips.

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The process guides you through the editing process to create Reels and Stories clips, by using the best parts of your existing video uploads.

Creator Studio Reels creation

It’s another way for Meta to help brands and creators merge into Reels content – which aligns with broader usage trends, while also giving Meta even more Reels content to show to people, as it continues to seek out new ways to double down on short-form video trend.

Indeed, a new strategic overview from Meta has outlined how it plans to make Reels even more of a priority on Facebook, because of the way that short form video has become such a transformative trend in the social media space.

As per Facebook app chief Tom Alison:

“Today’s genre of public short-form video opens up new ways for people to create and discover content. While Facebook’s discovery engine is designed to support many different formats (text, photos, video, and eventually Metaverse experiences), our biggest gap today is around short-form video, and we’re focused on integrating Reels in Home, Watch, In Feed Recommendations, and Groups.”

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So more Reels, in more places – because Facebook, essentially, is scared that if it doesn’t move into line with evolving consumer trends, that it will quickly lose relevance, and user engagement as a result.

Which is already happening. Various reports have suggested that people are now spending more time on TikTok than in the Facebook app, while the very nature of TikTok’s short-form, rapid scroll clips is actually altering user attention spans, and changing how people consume content.

In this sense, Facebook actually feels quite dated already, which is why it’s now working to catch up to TikTok once again, by displaying more Reels, more often, in more places within the app.

These new updates align with that broader trend, and will help to guide users towards the same.

Of course, there is also a chance that Meta will change tack at some stage and stop prioritizing Reels, as it’s done in the past with other video content. But again, the habitual nature of short-form video feels more permanent, in many ways, in changing how users interact.

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It’s definitely worth more brands looking to experiment with Reels, at the least, and these updates provide more capacity on this front.  

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Thom Browne Spring 2023 Menswear

In 2017, Thom Browne expanded his oeuvre and put men in dresses during his menswear show in Paris. That collection, called “Why Not?” was less a provocation than a flex: The elegant elongated shapes Browne was developing for women translated, seamlessly and cheekily, for men. Five years later—and after a two-year hiatus from Paris—Browne’s menswear…

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Thom Browne Spring 2023 Menswear

In 2017, Thom Browne expanded his oeuvre and put men in dresses during his menswear show in Paris. That collection, called “Why Not?” was less a provocation than a flex: The elegant elongated shapes Browne was developing for women translated, seamlessly and cheekily, for men. Five years later—and after a two-year hiatus from Paris—Browne’s menswear is back in the French capital with similar potency. His spring 2023 collection, suspended almost entirely from jock straps, is Browne’s updated meditation on “how far you can push it?”

“I thought the dresses were too much back then,” Browne began at a preview in his showroom, “but now feels like the time to do this. It’s about how much guys can look at and entertain.” Referring to the many visible cheeks on the catwalk, he pointedly added: “It’s not about shock value.”

If not shock, then what? There has been a lot of nudity this menswear season and in the past two years in general, but Browne’s stated intent is less about showing flesh than it is about finding a new form for men. You can see how he could get bored quick. This is his third catwalk in under a year—plus four pre-collections. “I have a good team” he demurred when asked how he creates with such voracity.

So the brief was brief this season: short, mini, kinky, gorgeous. Each of the looks was made in a unique French tweed, from the same maker of you-know-who’s tweeds, inspired by the couture ideology of the 1940s and 1950s. The show began with friends of the maison as couture clients—Anh Duong, Marisa Berenson, Farida Khelfa, and more—bolting in to the second floor of the Crillon to find their seats. From their vantage point they could ogle the guys—a nice swap—in their shorter-in-the-back kiltlets, sailor tops, cropped organza button downs, and luxurious tweed coats with gold bouillon. As with any Browne outing, the fabrics and silhouettes were as fine as can be.

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After a mostly underwhelming season, at least according to the menswear editors I tallied, how far could this irreverent beauty really go, though? Several balked. Others chuckled. When a dancer emerged at the end of the show dressed in a codpiece with an anchor Prince Albert piercing, I exchanged a glance with a friend across the aisle and we both giggled. Last night was Pride in Paris. In Browne’s beloved USA, human rights are being revoked by the hour. It would be hard to picture a more gay and proud couture-worthy collection: the sailor, the cowboy, the surfer, the tennis pro; the stereotypes divorced from expected connotations, made in the artisanal gold standard of womenswear design, ass cracks gleaming and pert under those red, white and blue bars of gingham. Browne is gay and proud. Will his cis-het clientele be radicalized or scandalized? A voiceover that started the show spoke about the couture process of the ’50s, when women were swans and men were their benefactors. “Men have the very great pleasure of paying,” said the recording. Time to pay up, boys.

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Ambush Resort 2023

“The touchpoint and the root of every Ambush collection has to come from everything that happens in Japan that is unique,” said Yoon Ahn when we met at the very beginning of Paris Fashion Week. Given that she has been on that scene since the early 2000s, when she moved to Tokyo with her family,…

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Ambush Resort 2023

“The touchpoint and the root of every Ambush collection has to come from everything that happens in Japan that is unique,” said Yoon Ahn when we met at the very beginning of Paris Fashion Week. Given that she has been on that scene since the early 2000s, when she moved to Tokyo with her family, not to mention that the Ambush office sits right in Shibuya, Yoon has plenty of material to mine. This pre-collection represented a down-tempo interlude in Ambush’s rhythm of show season spectacular, and was more observationaL. The collection was designed as an imagined curation of the clothes she sees on the kids who are flocking back to Shibuya today. “Things are opening up, the clubs: everything’s coming back in Tokyo. I’ve been feeling that.”

Tailoring, sportswear, footwear, nylon-spliced denim, and of course this brand’s core category of jewelry was all effectively designed to be defined less by the wearer’s gender identity than their aesthetic orientation and subcultural proclivity. The classics covered, from Ambush specific bodice tops and kimono coats to standards including bowling shirts and tracksuits, were adroitly but subtly remixed through tweaks in proportion, color, and fabrication. Pills and mushrooms came suspended from safety pin earrings and chains, supplies brought in for a big night ahead. This though was a collection built for street life: night life comes later.

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Alled-Martinez Spring 2023 Menswear

“I don’t really like the term ‘Y2K,’” quipped Archie Alled-Martinez during a Zoom preview from his hotel in Paris. “We just used to call it ‘millennium’ back then, so that’s what it is for me.”Alled-Martinez is part of a wave of millennial designers that is remarkably skilled at putting together a visual mood that encapsulates…

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Alled-Martinez Spring 2023 Menswear

“I don’t really like the term ‘Y2K,’” quipped Archie Alled-Martinez during a Zoom preview from his hotel in Paris. “We just used to call it ‘millennium’ back then, so that’s what it is for me.”

Alled-Martinez is part of a wave of millennial designers that is remarkably skilled at putting together a visual mood that encapsulates an era or mood. “I do a ton of research,” he said “I like exhaustive research of images and visuals, it’s what helps me design.” Much of the research he did for spring was based on the mystique around the soccer player. Titled “Reclaiming the Fields,” the collection is a nod to the homoeroticism of that figure and a reclaiming of the word and concept of a “metrosexual.” “I kept reading that word as I researched and I thought, ‘How homophobic?’ Alled-Martinez said as he pulled up the Google definition of the word: “a young, urban, heterosexual male with liberal political views, an interest in fashion, and a refined sense of taste.”

The fact is, around the time both Alled-Martinez and myself were growing up, the word was casually thrown around as a descriptor of a straight man who embodied all the stereotypical characteristics of a gay man without (allegedly) being one. In essence it was a way for people to pejoratively call someone gay without actually doing so. Many of the “metrosexuals” of our time were famous athletes, particularly soccer players, who dressed well and looked even better—David Beckham being the best example. In fact, Beckham was a source of inspiration for Alled-Martinez, which explains why the lookbook resembles a series of photos of Beckham in the late noughties, the clothes looking like just what he would have worn for a night out with or without Victoria Beckham.

The collection itself stays true to the signature homoerotic aesthetic that Alled-Martinez has become known for, particularly to the gay fashion community and social media space. Part of the charm of the label is that its founder knows just how to speak to his audience. “There’s an intrinsic nostalgia to my work, I like to recreate things that are constantly in my mind,” Alled-Martinez said as he walked me through the lineup for spring. Low-rise cargo pants, straight-cut jeans, knee-length swim trunks, and tight short shorts build the core of the assortment, all cut and styled in his signature gay male gaze, which is homoerotic and often voyeuristic. They’re all references to the way men would dress back in the second half of the 2000’s, and, most significantly, to those elements of masculinity that gay men coming into their queerness at the time would often lust for.

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“I like doing the tees because it reminds me of when I was growing up and would see a Ford logo tee that said ‘fuck’ instead,” Alled-Martinez said. This season’s tees with Ford and Bic logos reimagined as “faggot” and “dick,” respectively, will surely be a hit for his nostalgic customer, but the designer was at his best this season when he took it past the mood board and found a way of turning nostalgic items into covetable pieces. A pair of baggy cargos in light wash denim stood out, with the center-front crotch seam mimicking a jockstrap, as did macrame bags made in raw silk and “cheap poly football uniforms” reimagined in glossy, saturated colored knitted silk.

For his presentation, Allied-Martinez decided to lean into the voyeuristic sensuality of his brand, creating an installation that saw guests peep into the collection through holes in a wooden wall to discover a locker room where models were changing in and out of the clothes. “Basically an ode to voyeurism and glory holes, all about desire,” said the designer. It was something that felt right out of XY magazine, another Y2K–sorry, I mean millennium–gem many millennial gay men will surely remember.

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