Samenvatting

This thesis explores the evolving relationship between social media and fashion identity in the aftermath of the Covid-19 pandemic. Since public life was drastically restricted during the lockdowns, social media platforms emerged as critical spaces for self-expression, inspiration, and identity experimentation and formation. The study investigates how visually driven platforms such as Pinterest, Instagram, and especially Tiktok impacted the way individuals, particularly younger and female users, engage with fashion and perceive themselves through styling. Combining a comprehensive literature review and with empirical research based on a data sample of 77 participants, it examines correlations between social media usage, shifts in consumer behavior, and evolving fashion identities. Findings highlight that platforms like Tiktok play a prominent role in creating an attitude of awareness towards the fashion industry and its environmental impact, as well as identity transformation, especially among Gen Z users. While passive content consumption showed limited to no influence, active engagement on social media was significantly linked to changes in identity. After all, this study reveals that in a post-pandemic world, fashion identity is increasingly shaped through digital interaction, emotional storytelling and algorithmically curated content, suggesting a long-term transformation in how fashion is consumed and expressed.