Digital Fashion Cultures. Clothing, Influence, and Social Meaning

Abstract

Fashion, a potent agent of socialization, imprints an enduring mark on the dynamics of society. The clothing we select not only mirrors personal style but also situated individuals within distinct social echelons. As social systems undergo increased complexity, so does the intricate fabric of fashion.

In the digital age, the inseparable connection between fashion and mass media becomes evident. The rise of new media platforms, especially Instagram, has birthed a distinctive social enclave for opinion-shapers, commonly recognized as influencers. This article delves into the findings of an extensive ethnographic study, employing through interviews, contextual analysis, and participant observation.

Leveraging a compelling case study rooted in the personal experiences of one of the authors, we present three years of ethnographic exploration aimed at unraveling the influencer phenomenon on Instagram. Our research aims to shed light on the interdependence of fashion, social media, and the influential role individuals play in shaping contemporary opinions.