Role of Social Media in Changing Pattern of Fashion Among Educated Females of Multan

Abstract

Fashion is pervasive, spreading all across the society through different channels. This present study seeks to comprehend the growing influence of social media on the fashion industry. Social media has infiltrated people's lives and has become an integral part of their way of life. The objective of this research is to explore the relationship between social media and its role in shaping the fashion preferences of educated women. Fashion is a powerful form of self-expression, conveying aspects of identity such as sexuality, wealth, professionalism, subcultural and political affiliations, social status, and even mood. It is also a vast global industry with significant economic, political, and cultural impacts on everyone involved—whether creating, selling, wearing, or simply observing fashion. This text explores the structure and dynamics of the fashion industry, examining the links between catwalk shows, celebrity branding, media promotion, and mainstream retail, while uncovering the deeper meanings behind the clothes we wear. To investigate the role and impact of social media on fashion in Pakistan's glamorous context, the researchers used simple random sampling by distributing questionnaires to educated females in Multan, who were easily accessible. The target population consisted of master's degree students from Bahauddin Zakariya University, Multan. A total of 150 respondents from five departments, including undergraduate, postgraduate, and M.Phil. programs, participated in the study.

Keywords: Social media, Fashion, Educated females, Glamour, Self-expression