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The dissertation focuses on clarifying the importance of the visual image, which is central to the world contemporary cultural practice. Fashion is one of the fastest-changing sources for new ideas in the current visual culture. It sends certain signs, ideas, thoughts, feelings, and information, and thus becomes one of the most important fields for visual culture analysis. Social media of the 21st century not only have changed our ways of communication but also have transformed the visual culture, here objectified as a fashion style. The purpose of the thesis is to show how social media is increasingly influencing visual culture and in particular fashion. The style transformation is showed by exploring two key media platforms: Facebook and Instagram. The process is followed by comparing the two online media, drawing parallels and differences between them, and anticipating future trends in the development of the social media - fashion interconnection. An observation is conducted to determine the extent to which fashion is dependent on social media, how it is transformed online and offline, and the consequences of this interaction between social networks and fashion. In this dissertation trends are being identified that mark the interconnection of fashion - social media and show in what direction this process will take. Predictions are made as to how this relationship will unfold in the future and what will be the main reasons for the transformation of style.
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