Cover of Minh-Ha T. Pham's book Asians Wear Clothes on the Internet: Race, Gender, and the Work of Personal Style Blogging. Cover shows Susie Bubble wearing orange and blue chevron-patterned pants an a multicolored shirt

Asians Wear Clothes on the Internet: Race, Gender, and the Work of Personal Style Blogging

Author: Minh-Ha T. Pham

Duke University Press, 2015

Services: Editing, Indexing

Listen to Minh-Ha discuss her book and the future of digital technologies on our Imagine Otherwise podcast

In the first ever book devoted to a critical investigation of the personal style blogosphere, Minh-Ha T. Pham examines the phenomenal rise of elite Asian bloggers who have made a career of posting photographs of themselves wearing clothes on the Internet. Pham understands their online activities as “taste work” practices that generate myriad forms of capital for superbloggers and the brands they feature.

A multifaceted and detailed analysis, Asians Wear Clothes on the Internet addresses questions concerning the status and meaning of “Asian taste” in the early twenty-first century, the kinds of cultural and economic work Asian tastes do, and the fashion public and industry’s appetite for certain kinds of racialized eliteness.

Situating blogging within the historical context of gendered and racialized fashion work while being attentive to the broader cultural, technological, and economic shifts in global consumer capitalism, Asians Wear Clothes on the Internet has profound implications for understanding the changing and enduring dynamics of race, gender, and class in shaping some of the most popular work practices and spaces of the digital fashion media economy.

*Book description from publisher

Cover of Minh-Ha T. Pham's book Asians Wear Clothes on the Internet: Race, Gender, and the Work of Personal Style Blogging. Cover shows Susie Bubble wearing orange and blue chevron-patterned pants an a multicolored shirt

Minh-Ha T. Pham wearing a blue shirt

"Ideas on Fire’s advice to maintain rather than resolve the tensions embodied by the fraught position of my research subjects [Asian American fashion bloggers] helped to draw out my book’s critical framework and gave me important direction for revising and re-organizing chapters. They are wonderful readers who offer exactly the right amount of critical feedback and positive nudging forward."

Minh-Ha T. Pham, author of Asians Wear Clothes on the Internet: Race, Gender, and the Work of Personal Style Blogging