In the age of the postmodern shift of the fashion paradigm, culture becomes the purpose of identity, that is, a specific form of (anti-)fashion. Only then does fashion become one of the relevant theoretical subjects for the interdisciplinary cultural studies. However, the emergence of visual culture has made the very methodology of cultural studies problematic. Apart from the analysis and criticism of the methodology of cultural studies, this paper will also elaborate on the alternative approach to postmodern fashion by Jean Baudrillard; an approach that belongs to the paradigm of the postmodern criticism of class differentiation theories and presents a kind of radicalization of the postmodern fashion theory. Baudrillard dismisses the widespread paradigm that views fashion through the prism of street clothing styles, instead approaching it as an aesthetic-media set. The real existence of fashion has only been made possible by the simulacrum of the media event. Instead of serial reproduction, modulation now encompasses the order of production so, according to Baudrillard, we are witnesses to determinism of operational simulation, that is, of the logic of the media event of denotation that is above the notion of production of goods itself. As simulacra formed by the media, models are liberated of any reference to any reality, entering the viral process of indiscrimination.