THE INTERACTION OF VIRTUAL AND REAL FASHION IN THE CULTURE OF NETWORK SOCIETY
Abstract
In the context of rapid digitalization and the expansion of global media space, fashion is no longer limited to the material production of clothing and its traditional forms of representation. It increasingly functions as a media-dependent system in which visual images, digital platforms, influencers, cinema, and virtual environments actively shape aesthetic values and design practices. As a result, clothing should be understood not only as a physical object, but also as an element of visual communication and symbolic exchange within network society. This article examines the interaction between virtual and real fashion in contemporary culture. Particular attention is given to the transformation of fashion under the influence of digital media, the role of the digital body as a new form of visual representation, and the impact of media-generated images on the formation of fashion codes and modern clothing design. The study is based on theoretical approaches from fashion studies, media theory, and cultural analysis. According to the results of the research, fashion in network society can be interpreted as a hybrid phenomenon that combines material and digital forms of existence, while virtual visuality becomes one of the key sources for the development of contemporary design solutions.
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