FASHION BLOGGERS AS NEW AGENTS OF FASHION INDUSTRY

The article discusses the emergence and development of fashion blogging phenomenon in Russia. First, we discuss theoretical approaches to the analysis of fashion in sociology are reviewed, and the conceptual framework for understanding the interaction between fashion bloggers and fashion industry. Then, based on the materials of interviews with popular Russian fashion bloggers, we show how, originating from regular private dairies fashion blogs eventually transform into the specialized platform for translation of fashion-related information. Often the status of their owners is perceived as professional in the sphere of fashion. Such bloggers become the active part of the fashion community which allows them to be included into the process of making and transmitting the fashion trends