Dressed in Words: Crafting Slow and Fast Fashion Hashtags

Katharina Sand ()
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Katharina Sand: UFG-Kunstuniversität Linz

A chapter in Fashion Communication, 2021, pp 205-217 from Springer

Abstract: Abstract How can hashtags be used to promote the long-term value of garments within Instagram’s fast-paced and consumption-orientated platform? While the network’s data is usually quantified, this analysis uses Cantoni and Tardini’s approach of semiospheres and Kozinet’s netnography framework to generate a qualitative and value-orientated analysis of Instagram hashtag use. Hashtag practice, strategies, and affordances of ten international digital fashion designers and museum fashion curators are reviewed. Half work on the fast end of the fashion spectrum, with downloadable CLO3D designs. The other half are museum fashion curators who prioritize the preservation and transmission of long-term value of garments. The case study contextualizes the two semiospheres within the acceleration of digitalization during the COVID-19 pandemic, critical fashion studies, as well as communication theory. Results reveal both challenges and an untapped potential of hashtags to create digital communities of value, enabling a recontextualization of fashion.

Keywords: Instagram; Digital fashion; Hashtags; Slow fashion; Fashion media literacy; CLO3D (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-81321-5_16

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DOI: 10.1007/978-3-030-81321-5_16

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