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Fashion Tales

Feeding the Imaginary

Edited By Emanuela Mora and Marco Pedroni

Since its beginnings in the middle of the 19th century, fashion has been narrated through multiple media, both visual and verbal, and for such different purposes as marketing and advertising, art, costume history, social research and cultural dissemination. In this light, fashion has represented an important piece of material culture in modern industrial urban societies and in postcolonial and non-western contexts. Today, we are witnessing a turn in this imaginary as issues related to social, environmental and cultural sustainability come to predominate in many areas of human activity.
The book addresses this challenge. By facilitating encounters between disciplines and cultures, it explores a multitude of fashion issues, practices and views that feed the contemporary fashion imaginary: local cultures, linguistic codes, TV series, movies, magazines, ads, blogs, bodily practices. The book deals with a paramount issue for fashion studies: how do the production and circulation of fashion imaginary come about in the 21st century?

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Is the golden era of fashion blogs over? An analysis of the Italian and Spanish fields of fashion blogging (Marco Pedroni / Teresa Sádaba / Patricia SanMiguel)

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Marco Pedroni, Teresa Sádaba and Patricia SanMiguel

Is the golden era of fashion blogs over? An analysis of the Italian and Spanish fields of fashion blogging

Introduction

Is the golden era of fashion blogging over? More than a decade after their first appearance, fashion blogs have established themselves as a constant feature on the fashion scene. However, in many respects they have not yet achieved a definitive status within the field of fashion media, at least in terms of legitimization. Blogs have often been celebrated as instruments for the democratization of fashion, capable at the same time of reducing the distance between ‘the establishment’ and ordinary fashion-­lovers and of pushing young and unknown outsiders towards the centre of the fashion system. Conversely, they have been opposed—­at least at the beginning—­both by fashion journalists and companies, the former looking at blogging as an unprofessional practice that threatens to destroy the quality of fashion-­related chronicles, the latter displaced by the new ‘fashionable’ practice of inviting bloggers to catwalks and using them as testimonials.

The journalistic realm has already declared the end of the ‘golden era’ of blogging, as clearly shown by the following article, which appeared in April 2014 in The Cut:

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