Digital Visibility and Gendered Boundaries: Fashion influencers in Quetta and the Reconfiguration of Social Norms

Abstract

Fashion influencers and models have become key cultural intermediaries in Pakistan’s digital landscape. Yet most scholarship centers on metropolitan hubs (Lahore, Karachi, Islamabad), leaving conservative, culturally distinctive regions such as Quetta under-examined. This exploratory qualitative study uses semi-structured interviews with eight influencers and models in Quetta to understand how they negotiate gender norms, social stigma and industry constraints. Thematic analysis reveals four clusters: (1) gendered expectations and social surveillance; (2) professional/personal risks and thin markets; (3) social media as both empowerment and strain; and (4) resilience strategies (peer networks, “calculated authenticity,” selective self-disclosure). Results align with broader literature on gendered digital labor and influencer authenticity, while the Quetta context amplifies risk and narrows legitimate expressive space. Policy and industry implications include stronger cyber-harassment enforcement, mentoring pipelines, fair contracting, and gender-sensitive digital entrepreneurship training.

Keywords: Balochistan, Digital Labor, Fashion Influencers, Gender Norms, Pakistan, Social Media