Congreso H
Comunication presented at Congreso H in Lanzarote (Canary Islands, Spain), February 2024, based on the article: Spotted in Madrid: moda e identidad regional en Instagram. El caso de 'Madrilenians in Madrid'
Abstract:
The phenomenon observed on the Instagram accounts that followed ‘Parisiens in Paris’, particularly exemplified by @madrileniansinmadrid, has raised questions about the representation of diversity in a city and its inhabitants through digital platforms.
The accounts founded by anonymous,ordinary women, play with the fashion clichés of their city and country, yet through their own vision, which implies a sense of subjectivity.
Looking into ‘Parisiensin Paris’, ‘Londoners in London’, ‘Milanes a Milano’ and so on, I decided totake the case study to Madrid through ‘Madrilenians in Madrid’, as I havelived in that city for sixteen years. Therefore, I recognize the streets theyappear in the account, in contrary to other accounts mentioned, which I haveonly visited and, in the case of London, I have only lived a few months.
These accounts, mostly created by anonymous women, stand out for their everyday styles, providing their audience not only with a source of stylistic inspiration but also a connection by linking dressing style with the lifestyle in those cities. The popularity of these accounts increased with the arrival of COVID-19, as fashion weeks migrated to online events, leaving a gap in the documentation of street style in fashion capitals.
This phenomenon has transcended to other digital platforms, such as TikTok, where video tutorials are shared like "how to dress like a girl from Copenhagen", referring to the celebrated Danish style. However, whether directly or indirectly, these accounts have fallen into and continued to perpetuate the stereotyped and idealized representation of fashion identity associated with each place.
Focusing on the case study of the "Madrilenians in Madrid" account, this article aims to explore and question the representation of the city of Madrid and its residents from a fashion perspective. Drawing from a visual study of primary sources and applying both qualitative and quantitative methodologies, the research will be supported by studies related to the concept of "branded cities," such as those by Graeme Evans, or the "Instagram city" proposed by Patrizia Toscano. The perpetuation of a vision of regional, subjective, and particular identity will be examined from social, economic, geographic, gender, and racial aspects.
Is there a distinctive Madrilean style? And, if so, what is that style?