My research interests revolve around the textual and visual communication of fashion and its effects on the consumer behaviour. 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 self. 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 within.