The aim of this thesis is to examine the elements which facilitate this diffusion process today. To be more specific, it attempts to ascertain, by means of a semiotic analysis of fashion advertising and reporting, which strategies the media uses to construct the need for adopting a fashion trend. The international survey conducted among students and young professionals will further aid to investigate the media?s level of influence on production, consumption and dissemination of fashion. The first chapter offers a general introduction to the subject of fashion and highlights its significance within the field of cultural studies. Additionally, it includes a brief overview of the history of fashion and examines the recent developments of the fashion industry. With regard to the diffusion process of fashionable clothing, it is crucial to provide an insight into the production and consumption of fashion. The third chapter is therefore designed to acquaint the reader with the theories of cultural production and consumption. Since the study of semiotics provides a useful framework for the interpretation of promotional strategies applied in both advertisements and fashion magazines, the fourth chapter will familiarize the reader with the semiotic approach to fashion. Last but not least, chapter number five presents an analysis of the survey conducted on the dissemination of fashion trends. It attempts to define the diffusion process of fashion trends, specifically the latest styles of spring 2009. In this respect, the criteria which influence an individual?s way of dressing will be defined. Furthermore, the media?s impact on both diffusion and adoption of new trends will be examined. In a concluding remark, the modern diffusion process of fashion will be demonstrated by outlining the interplay of the media, the fashion industry and the individual.