This article investigates the “invisible media work” of independent fashion designers, highlighting the behind-the-scenes efforts essential for presenting their work on digital platforms like Instagram. These designers, positioned between art and the fashion industry, engage in tasks such as garment exchanges, negotiations, and social media management to mediate their work. This work contributes to make alternative fashion practices accessible in mediated form. The study examines these as mediation processes in the digital age, focusing on the balance between authenticity and strategic image management. Using Erving Goffman’s concepts of “front” and “back” regions, it explores the backstage activities that support the public image of designers’ work. The findings reveal the emotional and mental effort involved in maintaining a credible digital presence and highlight the unique challenges faced by independent designers compared to larger fashion brands. This research opens new avenues for understanding fashion mediation beyond the dominant industrial system and the work that lies behind it.
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