Agnès Rocamora

Reader in Social and Cultural Studies
London College of Fashion

Dr Agnès Rocamora is a Reader in Social and Cultural Studies at the London College of Fashion, University of the Arts London.  She is the author of Fashioning the City: Paris, Fashion and the Media. Her writing on the field of fashion and on the fashion media has appeared in various journals, including Fashion Theory, Journalism Practice, Sociology, Sociétés, and the Journal of Consumer Culture. She is a co-editor of Thinking Through Fashion: A Guide to Key Theorists, of The Handbook of Fashion Studies, and of Fashion Media: Past and Present. She is also a founder and co-editor of the International Journal of Fashion Studies and is on the editorial board of Cultural Sociology and of dObra[s]. She is currently developing her work on fashion and digital media.

Abstract

Fashion Blogging: ‘You never know. You never know.’

In this presentation, Agnès Rocamora draws on a series of interviews she conducted with fashion bloggers based in the UK to look at the kind of labour fashion blogging consists in. Agnès interrogates the ways fashion bloggers define and practice their activity. In doing so, she discusses how they engage with the ideas of monetization, authenticity and autonomy. Whilst fashion blogging is becoming professionalized, it is also a form of invented labour which draws attention to shifting configurations of work and leisure in the contemporary digital economy.