For decades, a handful of powerful brands have shaped the fashion industry,
setting trends, influencing consumer perceptions, and defining industry norms.
This dominance, supported by media and cultural narratives, is what defines
fashion hegemony, a system that prioritizes established brands while making it
harder for smaller brands to gain recognition. However, the rise of new brands
today is disrupting the established power structure although they are still striving
hard to challenge well-known names, change the conversation, and create unique
identities of their own. Using Antonio Gramsci's theory of cultural hegemony and
John Storey's perspective on popular culture, this study examines on how Senora
The Label build its brand identity. Through conducting in-depth interviews and
content analysis, the findings show that independent brands can create a genuine
connection with their audience, establish authenticity, and challenge the existing
power structure in the fashion industry. This study explores how the role of media
in fashion is evolving and offers important insights for emerging brands aiming to
establish a strong and lasting presence. It indicates that in the current fashion
industry landscape, achieving success is not solely reserved for those with
substantial budgets and media influence; instead, it's about brands that can
adeptly maneuver through digital spaces and tell compelling stories that resonate
with their audience.

Keywords: hegemony, fashion industry, local brands, pop culture