Visibility and Vulnerability: Authenticity and Commercialization in Digital Fashion Media

Magdalena Petersson McIntyre ()
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Magdalena Petersson McIntyre: Section for Fashion Studies, Lund University

A chapter in Fashion Communication in the Digital Age, 2026, pp 351-358 from Springer

Abstract: Abstract This chapter explores the intersection of authenticity, commercialization, and influencer culture in digital fashion media through the case study of Swedish retailer Ellos’ “Made by Women” campaign. Using a qualitative methodology, the study investigates how brands instrumentalize personal narratives to create emotional engagement while serving commercial interests. The findings reveal a paradox of authenticity, where influencers’ self-presentation oscillates between genuine self-expression and strategic branding. This study contributes to discussions on digital labor, femvertising, and the evolving role of influencers in contemporary fashion communication.

Keywords: Influencer culture; Authenticity; Commercialization; Femvertising; Digital economy (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-99481-4_26

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DOI: 10.1007/978-3-031-99481-4_26

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