Abstract
Spurred by digital media logics, blogs have challenged the role of the fashion industry and its mass media portfolio of fashion magazines as authoritative intermediaries of fashion. The chapter investigates how fashion blogs as a distinct type of fashion communication are influenced by the formal and informal logics of the blog as a media technological and generic hybrid. We argue that fashion blogging, being an example of intensified digital communication, challenges the authority of fashion as an institution and transforms previously important ways of fashion communication. The chapter is based on a qualitative analysis of two Danish fashion blogs that received the Danish Fashion Blog Award in 2015 for ‘Best female fashion blog’ and ‘Best personal blog’.
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