In present time electronic media have greater influence on youth. Young generation has tendency to imitate and follow anything which appears ‗hip‘ or ‗in‘. They are quick to relate and to follow what appears fashionable. Fashion is something that teens wish to fit in which makes them struggle in their everyday life. Thus, the investigation was aimed to assess the role of media and peer in fashion adoptions among young adult girls (18-25 Years) residing in premises of GBPUAT, Pantnagar. A total number 60 respondents were purposively selected for the study. A self-constructed questionnaire was prepared and applied in order to achieve objectives of research. Frequency and percentage were calculated to examine the results of the study area. The findings from this research show that the mass media play an important role in influencing fashion adoption of young adults. | An assessment on role of media in fashion adoptions among young adults girls
