This project aims at investigating the Danish fashion industry by untraditional means: Instead of analyzing either the aesthetic and cultural content of Danish fashion, or performing a traditional business oriented industry analysis, the project aims at investigating the practices that translates aesthetics and business, producers and consumers as well as practices and products from heterogeneous, unrelated entities, into a coherent network. It is a basic claim that the industry is held together by mediating actors (often actors involved in aesthetic communication, such as magazines, fashion fairs, public relations agencies), that works continuously on making the industry coherent and functional. Aesthetics and industry; producers and consumers are thus not seen as separates, but as co-constitutive. The project will differ from more traditional research attempts at combining e.g. culture and economics (for instance research done on "experience economy"), by its methods, which will focus on practices, rather than macro-structures.