Mediatized fashion: State of the art and beyond

The concept of mediatization concerns the role and influence of the media in both society and the fields of cultural production. Fashion has witnessed several processes of mediatization, exemplified by the rise of fashion bloggers and influencers and the emergence of several online activities— e.g., broadcasting fashion shows — alongside or in place of those that previously took the form of face-to-face interaction. Such a mediatization has then accelerated rhythms of fashion communication imposed by the new digital environment. Moreover, thanks to the role of legacy and digital media, fashion as a cultural industry has been increasingly able to fuel global social imaginaries. This article briefly reviews the state of the art of studies on mediatization in the field of fashion, with a focus on the role of fashion brands. The essay also considers the Covid-19 pandemic as an accelerator of digitization processes, and proposes a number of valuable questions to investigate the future of mediatization in fashion. First, how do fashion brands, whether mass-market or high-end, interface with their audience, advertise their products, reach their targets, finalize the sale, and retain consumers? Second, how has digital technology changed the format and meaning of fashion shows and catwalks? Thirdly, how do fashion brands cooperate with, defend themselves against or exploit new digital intermediaries such as bloggers, influencers and content creators? Finally, how do brands pursue the quest for authenticity, as a value and a rhetoric construction, through digital channels? The contributions of this special issue provide, through the study of empirical cases, elements to answer these questions.