Instagram users are consistently exposed to the presentation of idealized selves. Although studies have examined online self-presentation in general, little attention has been paid to self-presentation in a visual online setting, such as Instagram. The present investigation examined the extent to which Instagram account holders engage in idealized online self-presentation through a mixed-methods approach. Quantitative results (Study 1) showed a difference between how the observers perceived the Instagram account holders’ personality and the Instagram account holders’ personality self-reports. Qualitative findings (Study 2) revealed four major themes: (1) Selfies as a personality predictor; (2) Faces as a personality predictor; (3) Layout as personality predictor, (4) Misuse of social networks and its consequence for communication. Our results also indicated that the halo effect is integral to the online self-presentational process, suggesting that an aesthetically pleasing Instagram account or account holder will be better received and thought as having particularly positive personality traits.

Fashion overconsumerism and overproduction have placed the fashion industry one of the world’s most polluting industries. In addition to its environmental impact, research has shown that materialism leads to lower life satisfaction and decision fatigue. Recently, studies have highlighted an increased interest in sustainable fashion consumption and ethical lifestyle. The capsule wardrobe phenomenon, that is, defined by limited clothing pieces that focus on quality, longevity, and minimal or classic design, has gained exposure as a road map for consumers to remain fashionable while consuming less. Until today, no research has evaluated the impact of minimalist wardrobe on consumers. Using a phenomenological approach, the present study method to understand 10 female participants’ lived experiences with a capsule wardrobe. Our results showed a positive impact of a 3-week capsule wardrobe on our participants who felt less stressed, detached from fashion trends, have found joy in their fashion style, and enhanced their awareness of conscious consumption. Our findings highlight the richness of minimalism, sustainable consumption, and self-expression through an innovative and relevant phenomenon.

Black, Asian, and Minority Ethnic (BAME) models continue to be underrepresented in advertising within the fashion and beauty industry. The present research project aims to evaluate the impact of same-raced model adverts on consumer behavior as well as testing consumer-model racial congruence with a specific focus on Black models and consumers, the latter of whom feel especially underrepresented in advertising campaigns. Two studies were conducted. In Study 1, 120 female participants (38 Black, 82 Caucasian) viewed 28 perfume advertisements featuring 14 Black and 14 Caucasian models. Participants rated their likelihood of purchasing the perfume and how much money they would be willing to spend. In Study 2, 99 female participants (34 Black, 65 Caucasian) made the same ratings in Study 1, but this time they rated images fragrances without any models present. Participants were divided into three conditions: (1) participants who received no priming, (2) participants were primed with images of Black models, and (3) participants were primed with images of Caucasian models. Both studies highlighted that Black participants showed an increased intention of buying as well as a willingness to spend a higher amount of money when the product advertised is accompanied by images of Black models. Consumer-model racial congruence was not supported for Caucasian participants. This article highlights a participant-model racial congruence for Black participants and underlines the positive impact of inclusive fashion on BAME consumers.

Fashion, as one of the largest industries in the world, causes serious social and environmental issues. Sustainable fashion aims to reduce pollution and improve working conditions in the industry. This article suggests ideas for improving advertising and better understanding consumer behavior in order to promote sustainable fashion. While there is still a lack of academic studies on consumer behavior and sustainable fashion, there is a need of the fashion industry to become more sustainable. Further work on improving sustainable fashion advertising as well as better understanding the target audience is to date necessary.

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