Abstract

Author:
Uka Nwagbara, Chidinma Udeme Inim

Doi: 10.26480/wllcs.02.2024.52.62

This is an open access article distributed under the Creative Commons Attribution License CC BY 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

This study explores Instagram’s influence on the fashion preferences of fashion-forward models in South-East Nigeria, addressing how the platform impacts personal style, professional opportunities, and broader fashion trends. The aim was to assess Instagram’s role in shaping fashion choices, the specific features influencing preferences, and the perceived benefits and drawbacks. Using a qualitative methodology rooted in interpretivism, data were collected through semi-structured interviews with 12 models, chosen via purposive sampling. These models were active Instagram users from the South-Eastern states of Nigeria. The study found that Instagram greatly influences the fashion choices of fashion-forward models in South-East Nigeria. These models use Instagram daily, drawing inspiration from posts, reels, and influencers. They incorporate trends they see online into their own style, often blending modern and traditional elements, which helps them maintain their individuality. The earlier framework is then revised based on findings, revealing a direct and dynamic impact that challenges traditional models—hinting at a shift in understanding social media’s role in fashion trends. In conclusion, Instagram serves as a primary source of fashion inspiration for these models, but they actively preserve their personal style. Cultural factors and a strong sense of identity enable them to resist pressures to conform, differing from experiences noted in other contexts. Based on these findings, it is recommended that models continue to blend Instagram trends with their unique style to maintain authenticity. Also, providing media literacy education can help them navigate content critically and reduce negative impacts.