Today, fashion is primarily consumed digitally. Not only is the online consumption of goods constantly increasing, but also the dissemination of fashion shows, reportages and documentaries are daily doors into the industry for both professionals and fashionistas. Online platforms like Vogue.com are therefore unique gateways and places where we live fashion. However, what appears to us as immediate and free content, is actually the result of hidden labour, economic transactions and technological innovation. We interviewed Fabio Donghi, founder of INDIGITAL.TV, one of the major online platforms and digital content production providers for fashion. He leads us inside his unique path and story, explaining what is behind our daily free consumption of fashion online. By Marco Pecorari.