How Media Leaders Are Rethinking Storytelling in a Changing Landscape

The “Fashion as a Voice” panel at Fashion Week Asia explores how emotional connections, visual narratives, and authenticity shape the way brands and personalities engage audiences.

In a changing media landscape, how do media leaders and personalities adapt? For the final panel of The Fashion Forward Asia Forum at Fashion Week Asia, Annabel Bolton, client strategist at The Business of Fashion; Trickie Lopa, editor-in-chief of Vogue Philippines; actress and fashion personality Anne Curtis; and moderator Bea Valdes, head of creative content at Mega Global Group Inc., discussed how narratives and storytelling are shaped by today’s evolving media landscape.

The oversaturation of brand content

According to a statistic cited by The Business of Fashion (BoF), 80% of Gen Z consumers feel overwhelmed by the number of brands they are exposed to, while 74% of online businesses do not continue because they feel overwhelmed. Bolton acknowledged that in today’s market, consumers are constantly disrupted, making the shopping journey more fragmented.

“I think in that landscape, for brands in particular, it’s about capturing attention by building a really strong emotional connection,” she said. “At BoF, and McKinsey as well, we ran a survey a few months ago across the U.S. and China. We interviewed thousands of luxury clients, and we found that in those markets, the number one [thing] they can’t describe [about] luxury items is emotional connection. And that’s ahead of heritage. That’s ahead of craftsmanship and status as well.”

For Bolton, highlighting emotional connection is a strong narrative thread in the broader conversation about the evolving media landscape.

How to choose the right visual narrative

In an era when our algorithms are dominated by both organic and AI-generated images, we have reached a point where we are constantly scrolling past them. But for Lopa, what makes an image memorable is the compelling idea behind it.

“When it has a point of view, when there’s an imagination behind it, and when it tells a story that goes beyond the point of view, it’s for us,” Lopa said. “At Vogue Philippines, we try to create images that are visually striking, certainly, but also images that have meaning and a sense of place. Having it belong to us is really very important, especially to continue to create a story.”

For Vogue Philippines’ 2026 anniversary issue, Lopa shared that featuring Olivia Rodrigo was a dream come true for the team. Collaborating with an artist like Szilveszter Makó was one thing, but using his talent to create a larger conversation was another. Rodrigo wore a ternoTernoA modern Filipiniana dress defined by its dramatic butterfly sleeves, often made from piña or other sheer fabrics. The terno evolved from the baro't saya in the twentieth century andGo to Terno Glossary on the cover, highlighting her Filipino heritage through a distinctly Filipino garment.

Lopa shared that the cover went beyond fulfilling a creative vision. It brought together Makó’s artistic imagination and Filipino heritage, giving the issue a deeper connection to its audience.

Chasing beyond content virality

Curtis didn’t deny it: Virality can help build connections and capture attention. But for her, authenticity is what sustains a personality’s connection with their followers.

“I think it’s important that whatever you put out there, it’s important that they see who you are. If it really speaks to them emotionally, you’re telling your story. They can resonate with you, they can relate to you. I think that’s what matters.”

There are many social media platforms today, but for a personality like Curtis, the essence of the story being told has to remain the same. The connection with the audience should remain consistent, regardless of the platform. On the other hand, Curtis also believes that you don’t have to put all your energy into being active on every platform. Instead, a content creator’s strength lies in identifying the platform where their community is most engaged and focusing on it.