If Instagram was to make a TV channel - which no doubt is probably on the expansion cards sometime in the future - it would look like Love Island: an endless stream of scantily clad hot people looking toned and buff in a semi-exotic holiday location. 

It’s ticking all those visual social media boxes and the people don't really need to do or say anything. Which probably suits.

Love Island doesn't pretend to have an ‘real people’ like other reality shows, and therefore sticks to a young and more ‘filtered’ age group. It’s all the Vs: vain, vacuous and very addictive.

Left - One for the villa?! ASOS TALL Muscle Raglan T-Shirt - £14

You can chuck in shows such as Ex On The Beach and Ibiza Weekender too and you, basically, have a moving Instagram feed. These people are ‘mega stars’ on social media promoting protein powders and long-line, muscle-fit tees in the gaps between the yo-yoing opportunity of featuring in various forms of reality TV shows.

We’ve grown so used to swiping these types of pics that we can now deal with nightly, hourly viewings of people pretending to find L.O.V.E. when, in fact, the only thing the majority of people love is themselves and this attention we give only encourages it. #Brandme

What these shows show is the growing niche of Instagram and the things the audience on there wants to see. The power and endless fascination of looking at tanned, toned bodies in hotter climes pleases the braindead. It’s the visual equivalent of having a sun-bed. 

And they’re influence cannot be underestimated within its targeted group. Move over Liz Hurley, as there have been reports of an explosion of sales of skinny white jeans thanks to the boys in the Love Island house. H&M, Topman and ASOS are all ‘reporting healthy sales’, well, according to The Daily Mail anyway.

And if you own a swim short brand, it's usually the only thing they're wearing, you want it on these guys.

It’s #BasicBitch TV and these are active consumers open to be influenced. This is the ‘skinny’ generation where too tight is not fitted enough. This is TV as fast and throwaway as the fashion. 

It all looks so perfect and effortless, when in fact they’ve probably been working hard and eating ‘clean’ for months before the show. You can't 'cane it' like they do on Geordie Shore and maintain a six-pack. It increases the pressure, especially on the targeted young audience, to look like this and the stressful, bullying and competitive environment that crosses over to dating apps and their own social media.

I think Love Island is the peak of guys looking like this, in fashion terms anyway. The body beautiful isn't going anywhere, but the tide has turned on tight and I think we’ll look back in a few years and wonder what on earth were they wearing. Read more Goodbye Fitted/Skinny here

It’s not gone Pete Tong, it’s gone Judge Jules! You don’t get more 90s than a pair of yellow lensed wraparound sunglasses.

I first saw these Gosha Rubchinskiy X Retrosuperfuture collaboration sunglasses at the CIFF tradeshow in Copenhagen in January. They were just about to be released. And, while they’ve sold out, the image stuck with me. There’s something disconcertingly bad about them, yet still fresh.

Style icons, the term used very loosely, such as Bono or Eyeball Paul spring to mind. I expect a lot of the sunglasses companies to start making similar styles for SS18. Lookout for bug-eye shapes and light coloured lenses.

Left - Gosha Rubchinskiy X Super by Retrosuperfuture - £200

Below - Gosha Rubchinskiy SS17

Below From Left - The wraparound Trinity of Judge Jules, Eyeball Paul & Bono

With collaborations as common as the cold it’s become hard to generate the excitement that those previous big reveals had. Swedish mega-retailer, H&M, has just announced, much later than usual BTW, their collaboration with British-based, Canadian designer, Erdem.

This is a coup for Erdem, as, apart from amongst fashion circles, few know the label and hardly any men, as they don’t do menswear. Known for long Valentino like dresses in intricate florals, it ticks the box nicely for H&M to do something Gucci-like and is a switch up from the previous year’s Kenzo collection.

This will clearly be riding the Gucci maximalist wave, but I’m hoping it’s more Laura Ashley/Liberty of London/House of Hackney men’s than a straight copy of Gucci. The patterned silk pyjama set seen in the video - below - looks very Gucci, but let’s hope there’s some freshness in the other pieces.

Erdem’s full name is Erdem Moralioglu and he's never designed menswear before. Here’s what he said about designing men’s, “I found it a real joy,” says Erdem. “It’s really about looking at a wardrobe of pieces, and focusing on the exact design details. There has to be an easiness to menswear, and a sense of reality. I’m so happy with it, and I think so many women are going to love the men’s collection too.”

The ideas behind the collection sounds like an eccentric, British mixed bag of references. “The collection reinterprets some of the codes that have defined my work over the past decade”, shares the designer. “It’s also inspired by much of my youth, from the English films, 90’s TV shows and music videos I grew up watching to memories of the style that defined members of my family. Taking from these inspirations I imagined a group of characters and friends off to the English countryside for the weekend. There’s a real play in the collection between something decidedly dressed-up and equally effortless”, he says.

I think this collection will have a niche market and maybe they won’t make the volumes or have the number of stores stocking it like in previous years. But, I’m actually excited about this one as this feels to be catering for the lovers of fashion rather than labels. Hits stores November 2nd.

Not all logos are created equal and one that is hot one minute, can quickly, for various reasons, become fashion deadly nightshade. Fashion goes through waves of logomania and then decides it's over, done that and goes subtle and that usually lasts about two minutes with most brands when they see sales falling.

Anyway, the hot logo for AW17 and SS18 is the full name running diagonally across. Think of a branded piece of tissue paper and you get the idea.

When Balenciaga relaunched under new designer Demna Gvasalia the website was given a tasteful tasteless makeover with the name 'Balenciaga Paris' running diagonally across. It then made its way onto clothes and accessories.

I'm not sure how long this is going to last, but, right now, it's cool.

Far Left - Bally SS18

Left - Palm Angels SS18

Below - Balenciaga SS18

Left - MSGM SS18

Below - Balenciaga - Intarsia Wool-Blend Scarf - £365 from MRPORTER.COM