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Abstract

Traditionally, women have turned to fashion magazines to know what is trending, how they should dress, and what beauty tips they should try. In our current generation, however, print magazines as a whole are becoming less relevant due to blogs, smartphone apps, social media, and other digital sources. “The web has made it possible for ordinary consumers to reach a mass audience” (McQuarrie, Miller, & Phillips, 2013); thus fashion influence no longer comes only from advertisers and models with unrealistic features— it now reflects the tastes and appearance of ordinary people. Through a literature review and content analysis, this research demonstrates how the evolution of fashion journalism from print to online media is creating a more diverse marketplace, in which young women are making uniquely individual fashion choices.

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