Issues of virtual fashion influencers’ reproduced bodies: a qualitative analysis based on body discourse

Abstract

A recent development in the fashion industry, where digital transformation has accelerated, has been the birth and rise of virtual fashion influencers. With their close imitation of the human body and how active they are on social media, their influence on the fashion industry is gradually growing. The purpose of this study is to explore the trends in the activities of virtual fashion influencers and to determine the main issues in their body representation by identifying the types and current status of their reproduced bodies. One hundred and fifteen virtual fashion influencers who are active in the global fashion industry were selected as the research subjects and observed with a focus on their body reproduction. Our qualitative analysis is based on Rosi Braidotti’s theory on posthumans’ existence and body of subjectivity formation discourse. Based on the above theories, these reproduced bodies can suggest the following issues related to the risks of modern society: (1) the reproduction of standardized stereotypes, (2) the expression of the male gaze, power, and desire, and (3) colonial gender hierarchy. © 2023, The Author(s).