Goodwill hunting: YouTube user-generated content as a promotional tool for thrifted apparel

Abstract

YouTube User-Generated Content (UGC) showcasing thrifted apparel has gained significant traction. As peer-to-peer screen texts, these videos can be considered an extension of personal style blogs. Adopting an audio-visual form of performative writing, they engage vlogging conventions while drawing on and subverting branded fashion film aesthetics. This article explores how thrift UGC mobilises textual strategies to elevate second-hand garments to desirable possessions, which serve practical, social, and emotional functions. UGC produced by Ashley (surname undisclosed) and disseminated on her YouTube channel, bestdressed, demonstrates how to select, style, and alter second-hand clothing. Analysis of Ashley’s content reveals that her role as an influential trendsetter is enabled by textual strategies which cultivate the perception that she is authentic and aspirational. Her writing develops tropes to contest fast fashion and challenge the definition of new clothing in the youth market.

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