What is it about?

This article explores online fashion consumption practices through social networks, virtual platforms and online stores which are influenced by algorithms and online markenting but they also try to resist and avoid the market's impositions with groups of buying-selling vintage clothes, recycling and other practices. The figure of influencers is studied as a novel way of online advertising.

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Why is it important?

Analizing the changes in the uses of new technologies and online fashion consumption allows us to reveal that those have been transformed into multiple ways of expressing contemporary subjectivities. This paper also focuses on those consumption practices through digital media wherein displaying one’s personal selections is linked to brand choices, gender and subculture belonging.


This paper tries to understand online fashion practices in this present context inwhich mobility brought about by new digital media has led to ubicuous practices displacing the axis of time and space of the mostr traditional ways of consumption. Its has a complex apprach constituted by Foucault's genealogy, netnography and other fashion sociology perspectives.

Victoria Nannini

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This page is a summary of: Fashion consumption in digital media: Multiple practices and new identities, Fashion Style & Popular Culture, October 2020, Intellect,
DOI: 10.1386/fspc_00041_1.
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