Moda y feminidad: de la prensa local a la era digital. Una visión crítica de su evolución,discursos y tensiones

Fashion is a reflection of political, social, and cultural changes. Its study requires adapting analytical tools to each historical period. In this work, our objectives are divided into two phases: first, to reconstruct the discourse of fashion through a qualitative analysis of the local press during the Spanish Transition, identi­fying gender stereotypes and aesthetic pressures characteristic of that era; and second, to explore how the democratization of fashion, social media, and the rise of sustainability shape the current construction of femininity, through semi-structured interviews with actual experts in communication and fashion. The results reveal the persistence of gender stereotypes, the popularization of fashion through influen­cers and social media, and the growing importance of sustainability and conscious consumption. Fas­hion emerges as a platform for identity, but it also faces significant challenges in the digital age in balancing ethical and sustainable practices. Although there have been advances in inclusion, aesthetic pressure remains strong, often fueled by the rapid spread of content on social media. In conclusion, although the discourse of fashion has evolved since the Transition period, it is crucial that it continues to adapt to cultural and technological changes.