Great Expectations: The Dissonant Media Portrayals of Local Independent Fashion Designers

Abstract

As fashion dissemination is increasingly globalized and democratized, the growing population of local small-scale independent fashion designers is gaining attention for its distinctive creations and strong convictions. However, in the corresponding worlds of fashion design and fashion communication designers and journalists who are working on their personal branding and their unique selling points, are vying for the attention of the consumer, rendering the relationship between the journalist and designer surprisingly at odds. In the context of increasing communication formats, this study investigates the effectiveness of independent fashion designer portrayals in local print media. Through textual research as well as interviews with designers, this paper looks at fashion communication in the local market. It finds that dissemination through homegrown initiatives benefits independent fashion designers more than diffusion on elite international platforms.