How fashion livestreamers co-create visual culture with Gen-Z audiences on livestream platform

Abstract

Purpose As livestreaming becomes an increasingly important mode of digital interaction, fashion shopping streams are reshaping how style is performed and negotiated in real time. This study examines how fashion livestreamers communicate style to Gen Z audiences in Vietnam and how Gen Z viewers influence fashion performances through real-time interaction. Together, these perspectives illuminate how authenticity, identity and stylistic meaning are collaboratively produced during fashion livestreaming. Design/methodology/approach Guided by social performance theory and participatory culture, the study draws on 31 semi-structured interviews with fashion livestreamers and Gen Z viewers in Vietnam. Reflexive thematic analysis was used to examine how streamer performance and audience participation shape fashion livestream interactions. Findings Livestreamers combine curated presentation, improvisational styling and persona-building while continuously adapting to audience comments, emotional reactions and styling suggestions. Gen Z viewers actively influence outfit choices, aesthetic presentation and the direction of the performance. Through this real-time reciprocal negotiation, authenticity, identity and stylistic meaning are jointly constructed. Originality/value The study contributes a qualitative perspective to livestream commerce research by applying social performance theory to fashion livestreaming and highlighting audience participation as part of the unfolding performance itself. It further shows how fashion provides visual and symbolic resources through which streamers and viewers collaboratively negotiate style and identity in real time. The findings offer practical insights for fashion brands and creators seeking to develop more responsive and interactive livestream experiences.

The authors' abstract, as published at the source. Journal of Fashion Marketing and Management, 2026 · DOI ↗