Mediatization and Digital Media in the Field of Fashion

This article shows the relevance of the concept of “mediatization” for understanding the contemporary field of fashion and its relation to digital media. It first gives an overview of definitions of mediatization. It then shows that the production of fashion, such as the staging of catwalk shows and the design of collections, is being molded by and for the media, as is its retailing. Finally, the article discusses the relation between the wearing of cosmetics and the use of digital cameras in the fashioning of the self to argue that the mediatization of fashion reaches out to ordinary practices of the self, a mediatized self.