Personal Fashion blogs: Identity, Reality and Sociability in the Culture of Appearances (Blogs personnels de mode: identité et sociabilité dans la culture des apparences)

Based in an analysis of a series of fashion blogs the paper discusses their role as tools for the construction of the self. It then discusses their role as spaces of production and promotion of the real, which draws attention to the value of the ordinary in contemporary cultural practices. Finally it problematizes the role of fashion blogs as spaces of communication. Fashion as an object is shown to be spoken, as well as worn. Its role as a vector of unity and sociability is unpacked.