Narrating Fashion in the Digital Age: Narrative Structures, New Media, and Changing Language of Promotion

How do you tell the story of fashion when the story no longer belongs to the brands?Amid Instagram, TikTok, the creator economy, algorithms, influencer culture, and artificial intelligence, fashion communication is undergoing a radical transformation. The traditional promotional message-linear, controlled, and centralized-is giving way to a fragmented, participatory narrative that is constantly being reshaped by digital platforms.This book explores the evolution of fashion communication in the digital age, tracing the shift from traditional advertising and classic brand storytelling to new ecosystems shaped by social media, virality, automation, and algorithmic culture.Through an interdisciplinary approach combining fashion studies, media studies, sociology of culture, digital culture, and fashion marketing, the book examines some of the defining themes of our time: - Instagram, TikTok, and the new narrative structures of fashion- Influencers, the creator economy, and performative authenticity- Brand storytelling, content marketing, and digital platforms- Generative AI, augmented reality, NFTs, and digital fashion- Algorithms, virality, and the transformation of the fashion imaginary- Luxury branding, social media, and new forms of desireDrawing on emblematic cases such as Gucci, Balenciaga, Bottega Veneta, and Jacquemus, the book introduces a new interpretive framework-distributed storytelling-to understand how brands create meaning in an environment where audiences, platforms, and technologies share control over the narrative.Designed for students, researchers, fashion marketing professionals, communication managers, creators, digital media scholars, and anyone interested in contemporary culture, this book offers a critical perspective on the changing landscape of fashion communication.Because in fashion today, the product alone is no longer enough: what matters is the ability to inhabit the continuous flow of digital narratives.