As virtual worlds evolve, so does the visual language of avatars inside them. In Second Life, an emergent virtual fashion industry supports amateur fashion/avatar design. This fashion industry includes both emergent (i.e., user-created) social institutions as well as a network of technologies, including Second Life's virtual environment itself, which support a sophisticated fusion of technical and cultural practices. This paper presents the results of a survey, offering an empirical overview of virtual fashionistas' shopping and content creation behaviors in Second Life. The results suggest relationships between technology and culture, giving rise to concrete forms of sociality, style, embodiment and gender in the virtual world. The paper concludes with a discussion of the role of usability (both in fashion creation and consumption) in driving the desirability of fashion products, bodies, and even gender performances in virtual environments.