The effect of social culture, in particular social media, on self representation in young adult females and how their consumer behaviour evolves to be able to fuel their changing self presentation – taking into account the invented online self vs the real offline self and identity. Through a series of garment featuring photographs of highly ornamented invented identities, the garments will be worn on the real self, the offline self, to show the stark contrast between the identities that we have invented to fit in with online social groups on the person who we really are.

Emma McMurray