ABSTRACT
This chapter focuses on new practices in the staging of fashion shows and in the designing of collections, as well as in retail and in the use of cosmetics. It discusses the ways various practices of fashion have become shaped by and for digital media. The chapter shows the relevance of “mediatization” for understanding the contemporary field of fashion and its relation to digital media. It draws attention to the usefulness of fashion as a field through which to further understand processes of mediatization. The chapter also shows that the adoption of digital media by fashion producers and consumers is concurrent with the adoption of new ways of producing and consuming fashion, from the production of fashion shows and garments to the retailing of clothes and the fashioning of the self; from the exclusive world of the fashion producer to ordinary practices of the self.
