Philosophy of clothing. Fashion as a social vector: Unraveling the influence of digital times

Abstract

Fashion serves as a powerful agent of socialization, reflecting individual identities while situating them within broader social hierarchies. In today's digital landscape, the interplay between fashion and mass media is magnified by platforms like Instagram, where influencers emerge as key opinion leaders shaping consumer behavior and cultural trends. This article presents findings from a three-year ethnographic study that investigates the role of influencers in redefining fashion consumption and community-building on Instagram. The research combines questionnaires, interviews, contextual analysis, and participant observation, supported by a comprehensive review of sociological and cultural frameworks, including foundational theories by Simmel, Baudrillard, Bourdieu, and Barthes. Central to this study is a case analysis rooted in the firsthand experiences of one of the authors, offering an insider's perspective into the dynamics of influence within this digital space. The findings reveal how influencers create a unique nexus between personal branding, community engagement, and brand perception. By examining the interdependence of fashion, social media, and individual agency, this study highlights the ways in which influencers construct authenticity, foster trust, and mediate the relationship between brands and consumers. Furthermore, it explores the implications of these dynamics for the evolving structures of consumer culture and the need for brands to adapt to this decentralized, community-driven model. This article contributes to ongoing discussions about the transformative role of influencers in shaping contemporary fashion narratives within a globalized digital economy.