Abby Sammon

For her final year project Abby examined, through the format of a video edit, the profound impact that digital media has had on fashion publishing, marketing and consumerism. It focused on the transformative role the rise of social media influencers has played on both fashion magazines and society as a whole. It analysed how the rise of social media influencers and forms of user generated content have disrupted traditional hierarchies between producers and consumers of fashion media. It also examined the global, female dominated industry that is influencing by utilising theories of the political economy to determine how power relations within this industry are shaped.