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Scottish fashion influencers: constructing a style identity on Instagram.

Marcella-Hood, Madeleine



This article builds on existing theories of self-presentation and self-identity through a study into the behaviour of fashion influencers who position themselves as Scottish on Instagram. Fourteen interviews were carried out with Scottish fashion influencers who were asked to reflect on their online identity. The interaction between the offline and online self is explored, where national identity and a sense of place are recognised as important attributes of self identity in an offline setting and participants were sampled on the basis that they were projecting this as a key component of their online self. All were found to be seeking to convey an ideal identity on Instagram; this involved curating particular aspects of their offline style and showcasing these online. The issue of authenticity was complex and a spectrum of identity evolution on Instagram is observed and reflected on. The most career-minded participants tended to portray themselves in a more one-sided manner and were most strongly influenced by a sense of their audience. In contrast, the participants who were less career minded tended to explore more freely with their online self and were influenced most strongly by internal factors.


MARCELLA-HOOD, M. 2020. Scottish fashion influencers: constructing a style identity on Instagram. International journal of fashion studies [online], 7(1), pages 73-96. Available from:

Journal Article Type Article
Acceptance Date Sep 17, 2019
Online Publication Date Apr 1, 2020
Publication Date Apr 1, 2020
Deposit Date Nov 7, 2019
Publicly Available Date Apr 2, 2021
Journal International journal of fashion studies
Print ISSN 2051-7106
Electronic ISSN 2051-7114
Publisher Intellect
Peer Reviewed Peer Reviewed
Volume 7
Issue 1
Pages 73-96
Keywords Fashion; Instagram; Identity; Infuencer; Fashion blogging; Scotland; Scottish; National; Authenticity; Instagram
Public URL