“Trust Us, We’re You”: Aspirational Realness in the Digital Communication of Contemporary Fashion and Beauty Brands

  • Findlay R
N/ACitations
Citations of this article
11Readers
Mendeley users who have this article in their library.

Abstract

In recent years, a number of fashion and beauty brands have developed promotional content that circulates an aspirational quality imbued with unstudied “cool” around their product. Despite the appeal of this conceit to tropes of the everyday, authenticity, and belonging, it presents a superficially relatable ideal whilst exploiting digital media’s capacities to foster intimacy and promote a postfeminist subjectivity based on consumption.This article examines three brands that circulate “aspirational realness” around their product: Glossier, Reformation, and Maryam Nassir Zadeh. All remediate the conventions of prior fashion media to communicate discourses of neoliberal femininity to a media-savvy consumer. Aspirational realness is thus read as a means by which consumption is both encouraged and situated as a means of self-realization in the likeness of other aspirational “cool girls.”

Cite

CITATION STYLE

APA

Findlay, R. (2019). “Trust Us, We’re You”: Aspirational Realness in the Digital Communication of Contemporary Fashion and Beauty Brands. Communication, Culture and Critique. https://doi.org/10.1093/ccc/tcz028

Register to see more suggestions

Mendeley helps you to discover research relevant for your work.

Already have an account?

Save time finding and organizing research with Mendeley

Sign up for free