Personal urge — the active de-mystification of processes which we experience in digital daily life and highlighting the responsibility to take agency • Research premise  the modern visual realm in which the fashion system utilises the digital screen and algorithmic processes to portray a type of propaganda, that is propelled by its user via a personal digital footprint  •  Audience — the digital native, and, the generation of non-digital natives that has been reflecting on this target groups behaviour without having lived the actual experience.