Designers and bloggers as players of fashion industry: case of Perm city

The work analyzes the activities of the subjects of the modern fashion industry on the example of Perm: «creators of fashion samples» (clothing designers) and «distributors» («fashionable audience»). Special attention is paid to the characteristics of the main directions of «fashion» blogging: promotion of designer brands, both Russian and local; promotion of fashionable novelties of the mass market; provision of services for the design of the client's individual style. The research results will allow to study new facets of the fashion process in a regional context.