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Dressed in Words: Crafting Slow and Fast Fashion Hashtags

In: Fashion Communication

Author

Listed:
  • Katharina Sand

    (UFG-Kunstuniversität Linz
    USI – Università della Svizzera italiana)

Abstract

How can hashtags be used to promote the long-term value of garments within Instagram’s fast-paced and consumption-orientated platform? While the network’s data is usually quantified, this analysis uses Cantoni and Tardini’s approach of semiospheres and Kozinet’s netnography framework to generate a qualitative and value-orientated analysis of Instagram hashtag use. Hashtag practice, strategies, and affordances of ten international digital fashion designers and museum fashion curators are reviewed. Half work on the fast end of the fashion spectrum, with downloadable CLO3D designs. The other half are museum fashion curators who prioritize the preservation and transmission of long-term value of garments. The case study contextualizes the two semiospheres within the acceleration of digitalization during the COVID-19 pandemic, critical fashion studies, as well as communication theory. Results reveal both challenges and an untapped potential of hashtags to create digital communities of value, enabling a recontextualization of fashion.

Suggested Citation

  • Katharina Sand, 2021. "Dressed in Words: Crafting Slow and Fast Fashion Hashtags," Springer Books, in: Teresa Sádaba & Nadzeya Kalbaska & Francesca Cominelli & Lorenzo Cantoni & Marta Torregrosa Puig (ed.), Fashion Communication, pages 205-217, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-81321-5_16
    DOI: 10.1007/978-3-030-81321-5_16
    as

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