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Visibility and Vulnerability : Authenticity and Commercialization in Digital Fashion Media

Petersson McIntyre, Magdalena LU (2025) In Springer Proceedings in Business and Economics p.351-358
Abstract
This chapter explores the intersection of authenticity, commercialization, and influencer culture in digital fashion media through the case study of Swedish retailer Ellos’ “Made by Women” campaign. Using a qualitative methodology, the study investigates how brands instrumentalize personal narratives to create emotional engagement while serving commercial interests. The findings reveal a paradox of authenticity, where influencers’ self-presentation oscillates between genuine self-expression and strategic branding. This study contributes to discussions on digital labor, femvertising, and the evolving role of influencers in contemporary fashion communication.
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Chapter in Book/Report/Conference proceeding
publication status
published
subject
keywords
Influencer culture, Authenticity, Commercialization, Femvertising, Digital economy
host publication
Fashion Communication in the Digital Age : Proceedings of the FACTUM 25 Conference, Stockholm, Sweden, 2025 - Proceedings of the FACTUM 25 Conference, Stockholm, Sweden, 2025
series title
Springer Proceedings in Business and Economics
editor
von Wachenfeldt, Paula ; Cantoni, Lorenzo ; Sabatini, Nadzeya and Sádaba, Teresa
pages
351 - 358
publisher
Springer
ISSN
2198-7246
2198-7254
ISBN
978-3-031-99480-7
978-3-031-99483-8
978-3-031-99481-4
DOI
10.1007/978-3-031-99481-4_26
language
English
LU publication?
yes
id
806a21c2-4407-4842-8c83-7cc4887a762d
date added to LUP
2025-10-23 11:30:17
date last changed
2025-10-30 14:57:24
@inproceedings{806a21c2-4407-4842-8c83-7cc4887a762d,
  abstract     = {{This chapter explores the intersection of authenticity, commercialization, and influencer culture in digital fashion media through the case study of Swedish retailer Ellos’ “Made by Women” campaign. Using a qualitative methodology, the study investigates how brands instrumentalize personal narratives to create emotional engagement while serving commercial interests. The findings reveal a paradox of authenticity, where influencers’ self-presentation oscillates between genuine self-expression and strategic branding. This study contributes to discussions on digital labor, femvertising, and the evolving role of influencers in contemporary fashion communication.}},
  author       = {{Petersson McIntyre, Magdalena}},
  booktitle    = {{Fashion Communication in the Digital Age : Proceedings of the FACTUM 25 Conference, Stockholm, Sweden, 2025}},
  editor       = {{von Wachenfeldt, Paula and Cantoni, Lorenzo and Sabatini, Nadzeya and Sádaba, Teresa}},
  isbn         = {{978-3-031-99480-7}},
  issn         = {{2198-7246}},
  keywords     = {{Influencer culture; Authenticity; Commercialization; Femvertising; Digital economy}},
  language     = {{eng}},
  pages        = {{351--358}},
  publisher    = {{Springer}},
  series       = {{Springer Proceedings in Business and Economics}},
  title        = {{Visibility and Vulnerability : Authenticity and Commercialization in Digital Fashion Media}},
  url          = {{http://dx.doi.org/10.1007/978-3-031-99481-4_26}},
  doi          = {{10.1007/978-3-031-99481-4_26}},
  year         = {{2025}},
}