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Fashion Everydayness as a Cultural Revolution in Social Media Platforms—Focus on Fashion Instagrammers

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  • Sungeun Suh

    (Fashion Design Major, College of Arts, Gachon University, Seongnam-Si, Gyeonggi-Do 13120, Korea)

Abstract

This study qualitatively analyzes the phenomenon of fashion everydayness as a cultural revolution in the digital space as everyday life continues to expand into digital platforms. The analysis proceeded in four perspectives based on Lefebvre’s theoretical framework: the festivalization of everyday life, the artification of everyday life, the holistic stylization of everyday life, and cultural revolution as a daily practice. Instagram, the case for this study and the most popular image-centric social network, leads the digital aesthetics paradigm through creative acts that weave fashion into the daily life of the individual. The study focuses on three fashion mega-influencers whose successful careers began with blogs documenting their daily lives. The analysis showed that Instagram, as a social platform, is a creative space for sharing everyday life with its appropriation of time and space. In there, fashion visualizes the look of the everyday beyond the boundaries of time and space. In practice, it suggests a digital cultural revolution: a composite lifestyle expressive of various tastes and styles—a vital medium to inspire and sustain fashion everydayness. This has implications that the information and communication technology of the digital age created a new cultural space and that daily visualization through fashion will eventually produce sustainable cultural contents.

Suggested Citation

  • Sungeun Suh, 2020. "Fashion Everydayness as a Cultural Revolution in Social Media Platforms—Focus on Fashion Instagrammers," Sustainability, MDPI, vol. 12(5), pages 1-18, March.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:5:p:1979-:d:328745
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    References listed on IDEAS

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    1. Yong Wang & Shamim Chowdhury Ahmed & Shejun Deng & Haizhong Wang, 2019. "Success of Social Media Marketing Efforts in Retaining Sustainable Online Consumers: An Empirical Analysis on the Online Fashion Retail Market," Sustainability, MDPI, vol. 11(13), pages 1-27, June.
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    Cited by:

    1. Ellen Lee & Franzisca Weder, 2021. "Framing Sustainable Fashion Concepts on Social Media. An Analysis of #slowfashionaustralia Instagram Posts and Post-COVID Visions of the Future," Sustainability, MDPI, vol. 13(17), pages 1-17, September.

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