Negotiating Modesty: Reading Mormon Fashion Blogs as Visual Rhetoric

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Fashion blogs have proliferated the internet since its inception; the rhetoric of the genre is as multifaceted as its participants, most of whom are women. Daily fashion blogging, in which the blogger takes regular photos of the outfit she assembles each morning, is a popular iteration of the genre. An interesting subculture has received a substantial amount of attention in the fashion blogging community recently, and that is modesty blogging. All the modesty blogs I’ve come across are motivated by religious restriction; the vast majority of these base their definitions of modest clothing upon the tenets of the Mormon church. Of course, the situated ethos of modesty blogging must negotiate an inherent contradiction between two competing definitions of modest: the function of modest dress as a physical representation of religious belief and the concept of modesty as the quality of being unassuming, scrupulous, and free from presumption. What does it mean to take pride in modest dress, to wear it as a badge of individualism and difference? And how can we read these modesty blogs in terms of visual culture? Join me as I take you on a journey into another strange corner of the internet: Mormon fashion blogging.

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We might make a few generalizations about popular fashion blogs: most successful blogs attract their audiences with an ethos that exhibits an internally consistent personal style (what we might call a “style narrative”) that is accomplished by innovative pairings. Thus, the blog initially attracts an audience with the familiar-a “style narrative” of, for example, grunge, retro, hipster, or editorial-and keeps their interest with the unfamiliar-a scarf made into a bolero or a vintage headband woven into a punk outfit. Continue reading →