Diploma thesis focuses on the power of social media on representation of fashion trends. The meaning of street style is also very important, because trough street style influencers display new trends and fashion. Media technology is tightly connected in user’s everyday life. At the start of the internet, fashion blogs were the way to show fashion trends, but today with big development of social media, the role of presenting fashion trends now has Instagram application. The goal of this thesis is to find out how mediatisation influences on development and importance of fashion trends in the world of fashion, why have influencers become so important part of fashion world and how is construction of fashion shown through them. With qualitative method trough textual analysis, analysis of interviews and with theory I will answer the following thesis: how does the radical mediatisation influence on the development and the meaning of fashion trends in fashion world, why are influencers so important in fashion world and how is the construction of fashion trends presented on social media trough influencers and what kind of content they post on Instagram. Social media is very important in showcasing fashion trends and establishing the meaning of influencers. Influencers are defined as individuals, with a lot of followers. They have a very personal relationship with them, because of that they trust them and respect their advices.
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