Dr Anastasia Denisova, Lecturer in Journalism, provided comment in one of The Guardian’s articles about the rising amount of clickbait fashion appearing on a number of fashion brands’ social media platforms.

Anastasia Denisova

The article explains how ‘clickbait fashion’ – from transparent jeans to crop tops for men – has come to dominate many headlines, with big fashion names including ASOS, Topshop, Amazon and Balenciaga all having been the subject of high-profile news stories where an item of clothing is ridiculed for being laughable, unwearable or ugly.

Speaking about why social media users enjoy these kinds of posts, Dr Denisova said: “You can make fun of ridiculous fashion choices or outfits and get several benefits at once […] The reputation of a witty person who makes others laugh; a feeling of being part of a community as others join in the mockery and the chance to defend your own identity and fashion choices, which may not be that exciting but may, nonetheless, be more sensible – especially in contrast to see-through plastic jeans.” 

Speaking about how clickbait fashion can bring communities together, she said: “There is this playground community feeling in these episodes […] Mockery and satire have always been around, for centuries, it is an outlet that permits us to laugh at ourselves, see life a bit less seriously.”

Read the full article on The Guardian.

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