My research interests revolve around the cultural expression of materiality and luxury culture and consumption. In my publications I have addressed the debate on luxury, its representations in media as well as the role of social media in the creation of the self. Lately I have been investigating the presence of the myth behind many luxury fashion brands and its evolution in post-modern time. My research takes into consideration the socio-cultural dynamics that reside in the phenomenon of fashion through time. In the same vein I have studied the medation of luxury fashion and lifestyle in digital media and contemporary self-branding in the new instant technology.