This paper explores the construction of Scottish identity and place amongst fashion and style influencers on Instagram. Existing research and information surrounding the Scottish fashion industry is sparse and focused on traditional textiles, such as tartan and tweed. Style influencers have revolutionised the fashion industry and it is argued that, by identifying as Scottish or Scotland-based on Instagram, these individuals are shaping perceptions of Scottish identity and place, acting as contemporary cultural icons. The study consists of 14 interviews, where participants were also asked to provide a selection of posts that they felt demonstrated their identity as a Scottish fashion influencer. Participants expressed pride in their Scottish identity and surroundings; this was revealed through their desire to promote Scottish designers and destinations. They did not see tartan as a feature of their own style but recognised its value in Scotland's fashion story. People and place-related symbols were regarded as more authentic representations of Scottish identity and style. This research contributes to the field of Scottish studies by presenting contemporary illustrations of Scottish fashion through the influencers who are shaping these.
MARCELLA-HOOD, M. 2019. Exploring contemporary illustrations of Scottish identity through a study of Scottish fashion influencers on Instagram. Scottish affairs [online], 28(4), pages 367-394. Available from: https://doi.org/10.3366/scot.2019.0294