Ow do consumers engage with fashion, as a routine aspect of everyday life?
How do consumers engage with fashion, as a routine aspect of everyday life? Examine this question with reference to appropriate theory and primary evidence.
Appearance as an everyday practice: cleanliness and dirt
The study of fashion is often conducted through image and representation, with the emphasis on individuality and subjectivity within a commercialised a?fashion systema.
However, there is also a rich literature of anthropological and ethnographic
approaches to fashion, textiles and jewellery that stresses personal appearance as a social and not an individual enterprise, and that is more about the materiality of objects and the agency of subjects than representation and image. This session will introduce you to some of these approaches. This session is not intended as an introduction to carrying out direct ethnographic study, however it will encourage you to locate and use accounts of a?reala, everyday, dress practices, such as contemporary blogs and historical social investigations, using ethnological and material culture theories as a guide.
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Clarke, A. (2001) a?The Aesthetics of Social Aspirationa, in D. Miller (ed.). Home
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Clarke, A. & Miller, D. (2002) a?Fashion and Anxietya. Fashion Theory, vol. 6, no. 2,
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Pink, S. (2001) Doing Visual Ethnography. London: Sage.
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perspectives. London and New York: Routledge.
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Vigarello, G. (1988) (first published in France 1985) Concepts of Cleanliness:
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Woodward, S. (2007) Why Women Wear What They Wear. Oxford: Berg.