“Having it All” on Social Media: Entrepreneurial Femininity and Self-Branding Among Fashion Bloggers

Against the backdrop of the widespread individualization of the creative workforce, various genres of social media production have emerged from the traditionally feminine domains of fashion, beauty, domesticity, and craft. Fashion blogging, in particular, is considered one of the most commercially successful and publicly visible forms of digital cultural production. To explore how fashion bloggers represent their branded personae as enterprising feminine subjects, we conducted a qualitative analysis of the textual ( n = 38 author narratives) and visual ( n = 760 Instagram images) content published by leading fashion bloggers; we supplement this with in-depth interviews with eight full-time fashion/beauty…