Research context


I’m super excited for my first proper lecture (on Friday) after returning from maternity leave! I seem to have spent so much time at my desk over the last few weeks (which has actually been really good as it’s allowed me to get on with my research and plan my classes for this semester). I’m definitely ready to get back to teaching though!

I’m also looking forward to a couple of opportunities to present on my previous and past research projects. I thought I’d share one of the Wordles I created as a visual to help me demonstrate the various contexts in which fashion communication might be studied. I love a Wordle and hadn’t done one in ages!


Hypertextuality and Remediation

The work of Agnès Rocamora has helped me understand, more fully, the evolution of fashion communication where she synthesises, really clearly, ideas from a number of theorists such as that of Barthes, Bourdieu, and Baudrillard. I’d very much like to meet her one day.

Today I was rereading her article Hypertextuality and Remediation in the Fashion Industry (2011) as I’m starting to think about how I’ll carry out my discourse analysis and some of the ideas presented here really stand out to me as being useful in helping me do so.

First there’s the concept of the blogosphere as a “hypertextual space [or] electronic linking of a wide range of written texts and images, brought together in a constantly shifting configuration of networks” (p. 94). This leads on to the notion of fashion blogs as dynamic – “texts in perpetual movement, always new, never ending”.

Another interesting observation in this article is the linking that goes on between one blog and another (or a number of others), which Rocamora positions as being unlike fashion magazines and more traditional media. This is something I hadn’t really considered before but I do know that community is a huge thing for bloggers, both on and offline. There are strong networks that exist today for bloggers to network, for example the North East Blogger Network. This implies that bloggers do not view each other as competition but rather as equals and colleagues of the profession who can (and will) help each other.

The other line of discussion I took from this article was “where printed text is static, hypertext responds to the reader’s touch” (Bolter 2001, p. 42, in Rocamora, 2011, p. 96). I just really like this quote and feel that it adequately demonstrates the power of the reader. I’m starting to build up a really clear mental of image of an interconnected blogosphere where fashion bloggers provide signposts for the much valued followers the needs of whom they serve.


Bolter, D. J. (2001). Writing space. New York: Routledge.

Rocamora, A. (2011). Hypertextuality and remediation in the fashion media. Journalism Practice. 6(1). Pp. 92-106

“Digital Dressing Up”

When I began scoping my research my supervisor recommended a number of relevant journal articles, one of which was Chittenden’s “Digital Dressing Up” (2010). Although this study is a little more specific in terms of target audience (teenage, female, fashion bloggers) it is really relevant in that it links the three main strands of my literature review – fashion, identity, and online.

Chittenden (2010, p. 505) discusses “digital dressing up” and the idea that digital media (blogs, social media, etc) are reshaping “self expression and identity building” and where the fashion blog has become a “space for play” (p. 513). She suggests that the way in which fashion bloggers model themselves online might begin to influence their offline identity. They may use their online identity to experiment with new styles and, if/ when these are deemed acceptable by followers, these will permeate to the blogger’s offline identity.

 The discursive spaces formed through the interaction of bloggers and their followers (i.e. the people who regularly read and post comments to a blog) facilitate a process of exchange, whereby teens can exploit their fashion tastes to increase the value of their social capital, (Chittenden, 2010, p. 506).

Another interesting observation from Chittenden (in line with earlier research by Bourdieu) is that blogs challenge the traditional, hierarchical relationship between consumers, producers and products resulting in a “prosumer” hybrid where bloggers can post their own designs and opinions.


Chittenden, T. (2010). Digital dressing up: modelling female teen identity in the discursive spaces of the fashion blogosphere. Journal of Youth Studies. 13(4). Pp. 505-520.

Fashion has to do with ideas, the way we live, what is happening.

Fashion is not something that exists in dresses only. Fashion is in the sky, in the street. Fashion has to do with ideas, the way we live, what is happening, (Coco Chanel).

This is one of my very favourite quotes by Coco Chanel; and she has a lot of quite fabulous ones! It’s the last part that I find particularly interesting: “Fashion has to do with ideas, the way we live, what is happening”. It just goes to show how ahead of her time the designer was where fashion has continued to evolve and surround our everyday lives. Is there anywhere that this is more evident than in our use of online social media?

With a first degree in communication and a job history in marketing, I now work in a teaching role where I contribute to the BA (Hons) Fashion Management course at Aberdeen Business School, Robert Gordon University, Scotland. Upon graduating I completed a Masters degree in Project Management, a management discipline which I feel can be fabulously useful in today’s fast paced working world. However, given my interest in communication, social media and fashion (of course!) it seems appropriate that my current research should focus on this link between fashion and communication.

“Fashion has to do with ideas, the way we live, what is happening”; I’m interested in the evolution of these words and, more specifically, that of fashion communication.

Traditionally, fashion commentary was an exclusive entity, where experts in the field of fashion (experienced designers, editors and journalists) contributed to style columns and, to some extent, dictated the success of trends and styles. At the same time, magazines were critical by omission, only covering styles, trends and designers who their editors deemed worthy of inclusion. The power of fashion magazines is evident in the case of New York’s ascendance as a fashion capital (Rantisi, 2004), where the editors of publications, such as Vogue, played a huge role in helping New York reposition itself, alongside Paris, as a creator of world class designs.

For those who are interested in the changing nature of fashion communication, Anna Konig’s article “Glossy words: An analysis of fashion writing in British Vogue” is a really interesting place to start. This article has formed the basis for my literature review on the subject.

Text contributes to an understanding of fashion by assigning descriptive or interpretative meanings to the objects and images presented on fashion pages, thereby mediating a cultural understanding of the phenomenon, (Konig, 2004, p. 207).

Konig (2004) examines fashion writing in Vogue over a twenty year period (1980-2001) and the extent to which this has evolved. She recognises that this change has come, partially as a result of changing readership perceptions; this is in line with research by Rocamora (2001) who explores the differences between high fashion and pop fashion. Konig deconstructs writing in Vogue through the following categories: content; tone; lexicon (use of words, terms and phrases); and cultural references (presence of cultural references outwith main focus of article).

In terms of content, Konig found that, over the period studied, lengthy articles, consisting of often quite technical terminology and description of garments were reduced to shorter, more concise text which often focuses on more abstract concepts relating to “fashionability”, (p. 211). More recently, in recognition of the changing demands of the audience, articles have focused on providing behind the scenes insights into the world of fashion. Konig makes some valuable observations about the changing tone of Vogue, in particular the use of irony which “has been used so liberally that it can be recognised as a significant indicator of shifting attitudes toward fashion”, (p. 212).

Lexicon is something that Konig found has changed quite dramatically, where early editions of Vogue included unconventional syntax, tautology and a shift in discussion of garment construction to purely aesthetic elements; where earlier editions of Vogue drew on French language to discuss technical aspects of garments, later editions used this mostly for “ironic effect”, (p. 214). Lexicon is something that Barthes (1995) also explores in his semiotic analyses of the language of fashion and the fashion system. Barthes’ work focuses on what clothing actually says in terms of signs and symbolic meaning; something which we will discuss a little later.

The aim of my research is to build on some of the earlier theories in fashion communication and I will seek to investigate social media as a tool of fashion communication in order to answer the following questions:

1)      What is the nature and purpose of online fashion communication today and who is this aimed at?

2)      What is the producer’s intent and how do they go about projecting this through online identity?

3)      Is the message which the producer is trying to project consistent with that which is being received?

If you are interested in this research or would like to be involved in any way then please don’t hesitate to get in touch. I’m going to be updating my blog over the next few months with various images, anecdotes and reviews of literature which will (hopefully) be of interest to anyone who shares my passion for fashion and communication.



Barthes, R. (1995). The Language of Fashion. Oxford: Berg.

Konig, A. (2006). Glossy words: An analysis of fashion writing in British Vogue. Fashion Theory. 10(1/2). Pp. 205-224.

Rantisi, (2004). The ascendance of New York fashion. International Journal of Urban and Regional Research. 28(1). Pp. 86-106.

Rocamora, A. (2001). High fashion and pop fashion: the symbolic production of fashion in Le Monde and the Guardian. Fashion Theory: the Journal of Dress, Body and Culture. 5(2).  PP. 123-142.