The research intends to investigate and deepen the changes and dynamics that the fashion industry has faced, and is facing, in the panorama of the current technological and digital changes, a sector that has always been closely linked to the supply chain, creative and productive, of fashion, but never before as crucial as today for consumers and players. 

Matter, tangible and concrete, plays a fundamental role in the fashion industry, but in the context of new digital consumption, it is in turn re-discussed, in favour of new forms of no-thingness, in favour of access instead of possession of these new objects. The forms of social interaction linked to the consumption of fashion objects, as well as the objects themselves, are transformed as they move into these new digital contexts, problematising in an unprecedented way those dynamics that, since the dawn of fashion studies, have been considered determining levers of consumption. 

The bodies themselves, our relationship with them, and our imaginaries are engaged by these new opportunities, as well as our possibilities of expression and creation, further increasing the role that consumers/producers, the prosumers, have within the supply chain, especially from a creative and communicative point of view. 

The aim of this research is to try and answer some questions about this changing context, by identifying and exploring its most significant dynamics with the twofold aim of reconstructing and investigating its peculiar dynamics and, putting the traditional methodologies developed by the social sciences to study fashion to the test in this new reality.