Abstract
Several cross-cutting themes run throughout fashion theory: ambivalence, tensions, and immateriality and materiality, within the larger framework of capitalism. In this introduction, we interlink these themes by arguing that immateriality is inextricably entangled with materiality. The material flows through capitalism require negotiated meanings in everyday social interactions, yet cannot resolve the underlying tensions involved. Pursued by some, resisted by others, capitalism’s profit motivation always involves tensions and ambivalences. While we emphasize the material ground of fashion and beauty practices, also in relation to the formation of identity in all its ambiguity, the digital realm invites and highlights immateriality. Yet, in the end, we maintain, materiality is and must remain stubborn.
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