Hypertextuality and Remediation in the Fashion Media

Since their appearance in the early noughties, fashion blogs have established themselves as a central platform for the circulation of fashion-related news and information. Often the creation of fashion outsiders, they have entered the mainstream fashion media, bringing to light the shifting nature of fashion journalism. The paper discusses the rise of the fashion blogosphere and the impact of new technologies on the mediation of fashion. Drawing on the notions of hypertextuality and remediation, it contributes to a recurring question in academic studies of digital culture: how new are new media? The paper looks at the ways fashion blogs define themselves in relation to traditional fashion journalism and the traditional fashion press. Their relation of co-dependence and mutual influence is unpacked to shed light on the contemporary field of the fashion media, and the role of new technologies in the production, circulation and consumption of fashion-related news.