Fashion through the looking glass – The new circle of production of imaginaries within the Digital world

New paradigms of digital consumption and production have been affecting the fashion industry for several years. Within this complex current various fashion brands have experimented with forays into the world of gaming. An interesting case in point is Animal Crossing, a life simulator where users act in a media context with personalized avatars. A relevant phenomenon, given the ability to customize avatars, is the production by users of customized “outfits”. Methodologically a netnographic type of investigation was chosen. A visual ethnography will aim to find recurrences/dissonances with respect to mainstream fashion imagery.