Fashion and Identity – Critical Self Analysis Extract.

Whilst conducting current market research, I noted that binary fixed categories involving gender roles and other traditional identity labels associated with beauty were being challenged and extended, particularly through social media. Gen Z are defined by interests (Dazed, 2020) and not limited by one affiliation. The concept of Metamorphosis – endless state of rebirth in online beauty subcultures spaces are being utilised as a virtual canvas to examine and perform a fluid identity. Although of course, these basic ideologies still remain and some of us are still fighting against these constructs, I still noted a rebellion of sorts in what is considered to be beautiful. At this point, it seemed important for me to establish the link between identity and beauty in order to accommodate and consider the present meanings as well as future possibilities of identity construction through the concept of digital beauty .