Hashtag Vogue: A content analysis of the differences between regional Vogue Instagram accounts

Abstract Fashion media is an essential part of the fashion industry in communicating cultural fashion, current trends and innovations. However, there are many differences due to cultural values, history and media access. A content analysis of Vogue magazine, Russia, India, Brazil and Arabia is designed to identify differences in content between regional Vogue Instagram accounts. Images were screenshot from each account and then organized into themes resulting in four main categories for all accounts: one, how the Vogue woman was dressed, two, the personality/lifestyle of the Vogue woman, three, the structure of the photo and finally commonalities between the accounts. The researcher found many differences and a few overlaps in values in these five Vogue accounts. Different regional areas maintain distinctions even though fashion is globally communicated.