Discursive shifts and public acceptance of smart fashion

This chapter examines how mainstream media discourse constructed smart fashion as a technological curiosity rather than an accessible consumer reality between 2014 and 2016, a key period when wearable technology aimed for mass market adoption. Through corpus analysis of 448 international media texts, the study demonstrates clear discursive imbalances that explain consumer resistance to smart clothing. Analysis of the social actors involved in discourse construction tells that industry professionals, researchers, and business representatives control the narrative. When they discuss market potential and technical specifications, the actual user concerns about privacy, comfort, and social acceptability remain marginalised. The media portrays smart fashion with fantasy and futuristic imagery, often referencing science fiction and experimental prototypes that emphasise its disconnect from daily life. When consumers do engage, they tend to be more sceptical than enthusiastic, describing wearables as “too invasive”, “gimmicks”, and “media hype”. Although fashion discourse exists, it mainly emphasises technical specifications rather than aesthetic qualities; the most attention is given to functionality and price. The chapter shows how this insider-dominated, technology-centred discourse creates barriers to mainstream acceptance by neglecting consumer values and experiences. Despite forecasts of rapid market growth, smart fashion in 2025 remained confined to fitness trackers and smartwatches, with mass production of intelligent clothing still unrealised.