Purpose – The purpose of this paper is to add to the literature by exploring how curvilinear manifestations of user engagement can be explained in the setting of fashion-oriented social media. Design/methodology/approach – This study analyses how ten Swedish fashion brands have been...

Purpose The purpose of this paper is to explore how the fragmentation of the fashion system can be conceptually explained by drawing on Peter Sloterdijk’s theory of spheres. Design/methodology/approach By conceptually discussing the changing nature of the fashion system and the institutional...