We report on a study of fashionable people‟s expressions of opinions on mobile phones in online fashion media, such as blogs and magazines. First, the study contributes to our understanding of the role of pragmatic philosophy, which is now dominating HCI both as a guide for design and as a guide when looking at social practices, in outlining the role of aesthetics in experience design. Fashion practices di-verge from this theory, since here aesthetic appearances can be visual, ambiguous and incomplete although it still pro-vides a lot of meanings for people. We argue that our find-ings should influence the discussion in HCI to consider a less theoretically oriented aesthetic approach, where instead empirical studies get at the forefront. Second, the study provides valuable insight on how we should design mobile experiences to attract more attention from people interested in fashion. Mobile phones, and their services, can for ex-ample be designed to relate to the visual appearance of the dressed outfit, or ensemble of a person.