Fashion/Digital

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

Matter, tangible and concrete, plays a fundamental role for the fashion sector, but in the context of new digital consumption, it is in turn rediscussed, in favor of new forms of non-thingness, in favor 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 by moving in these new digital contexts, problematizing in an unprecedented way those dynamics that, since the dawn of fashion studies, have been considered decisive levers of consumption. 

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

The aim of the present research is to try to answer some questions about this changing context, trying to identify and explore its most significant dynamics with the dual purpose of reconstructing, investigating its peculiar dynamics and, putting to the test of this new reality the traditional methods developed by social sciences to study fashion.