Introduction *

This chapter sets out the main themes of the book, beginning with the vertiginous rate of change in the way people access and consume media. Fashion coverage is taking place on social media platforms such as Instagram as well as legacy media, and is being produced by bloggers, influencers, and brands, as well as journalists and editors. The book’s approach is to consider all so-called ‘content’ together, so as to highlight common priorities including brand sponsorship, finding an audience, building trust and conveying authenticity. At the same time, it will examine how and why journalists take care to distinguish themselves from other types of content creator, basing their arguments on what Deuze calls ‘ideal-typical values’ (Deuze, M. (2005) ‘What is journalism? Professional identity and ideology of journalists reconsidered,’ Journalism, 6 (4): 442–64.) rather than specific practices. The book will chronicle these changes, drawing on the insight of practitioners from around the world, as well as offer guidance on how to be a credible and trusted voice whichever part of the industry you are in.