Journal
FASHION THEORY-THE JOURNAL OF DRESS BODY & CULTURE
Volume 21, Issue 5, Pages 505-522Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/1362704X.2016.1173349
Keywords
mediatization; digital media; fashion shows; makeup; selfies
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This article shows the relevance of the concept of mediatization for understanding the contemporary field of fashion and its relation to digital media. It first gives an overview of definitions of mediatization. It then shows that the production of fashion, such as the staging of catwalk shows and the design of collections, is being molded by and for the media, as is its retailing. Finally, the article discusses the relation between the wearing of cosmetics and the use of digital cameras in the fashioning of the self to argue that the mediatization of fashion reaches out to ordinary practices of the self, a mediatized self.
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