Style Surfing &amp; Changing Parameters of Fashion Communication: Where Have They Gone?

Allen, Claire

doi:10.1163/9781848880016_029

Cited by 1 publication

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“…It has been argued by fashion scholars that digital media (firstly blogs, then platforms such as Instagram) have democratised the fashion industry by giving a voice to real people, enabling debate and discussion, and awarding consumers some control over the fashion agenda [21][22][23]. Fashion bloggers/Instagrammers are acknowledged to have a significant influence over consumer behaviour, particularly relating to fashion, and there is some new evidence that they are significant in leading sustainable fashion behaviour [24].…”

Section: Instagram As a Platform For Augmenting Fashionmentioning

confidence: 99%

Augmenting Sustainable Fashion on Instagram

Marcella-Hood

2023

Sustainability

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Media discourse surrounding fashion and sustainability tends to be negative, emphasising the problems that exist across the various stages of the lifecycle of a garment. Although consumers are increasingly aware of at least some of the issues surrounding fashion and the environment, research suggests that the scale and complexity of the problem causes them to feel detached and uncertain about how to adapt their own behaviour in response. This research positions Instagram as a digital media platform through which sustainable fashion is communicated and experienced through augmented fashion content. Instagram is recognised for its significant impact on visual culture, particularly within aesthetic sectors such as fashion. Recent research reveals that users have begun engaging in more serious subjects and debates on Instagram, including political, social, and environmental issues. This has brought about opportunities for new voices who are championing sustainable fashion in its variety of manifestations. An open qualitative analysis was carried out using the hashtag #SustainableFashion to uncover themes relating to the types of content, stakeholders, and mechanisms that are being used to augment sustainable fashion on Instagram. The findings reveal a positive community of content creators—including vintage enthusiasts, designers, makers and brands—who are using the hashtag regularly to share proactive content in the form of specific, targeted messages around sustainable fashion solutions. The aim was to uncover the discussions that are taking place right now and provide grounding for future work in this area.

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