The Evolution of Fashion Media: Participatory Culture and Style

By Marie Botkin.

Published by The International Journal of Design in Society

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

Fashion media is a crucial component in the diffusion of style and is subject to constant evolution that mirrors changes in society and technology. This research examines the historical development and influences on fashion media into the digital era with fashion blogs and websites. Early practices to spread fashionable dress styles included the use of miniature mannequins that circulated throughout the courts of Europe. Later, the invention of the printing press changed the diffusion of fashion markedly and made it possible to use etchings, or fashion plates, to provide detailed images. The loose sheets were then bound to create the first fashion magazines that would reach a much wider audience. The invention of the internet has provided a similar revolution in the diffusion of fashion and has dynamically impacted the way taste and style are formed in our present-day culture. The influence on previous publishing structures and social hierarchies will be discussed alongside an exploration of the current theories of fashion diffusion. Theories that reflect the recent collective nature of the latest media channels will also be included in the discussion.

Keywords: Fashion, Media, Diffusion

The International Journal of Design in Society, Volume 8, Issue 1, December 2014, pp.13-22. Article: Print (Spiral Bound). Article: Electronic (PDF File; 237.110KB).

Dr. Marie Botkin

Assistant Professor, Department of Family and Consumer Sciences, California State University Long Beach, Long Beach, CA, USA