Evaluating Fashion and its Impact on Individuals - Literature review Example

 Evaluating Fashion and its Impact on Individuals “Fashion is more than clothing. Fashion has also to do with hair styles, make up, accessories (necklaces, earings etc. and color and it can include items that have nothing to do at all with clothes, items such as furniture, bicycles, skateboards or even pets”. Fashion is seen as a form of collective behaviour that people use to construct their identities. People keep on constructing and deconstructing their realities while communicating with the people. Kratz and Reimer believe that construction of reality is a social process that people use to tell others that to which groups or status they belong. People communicate with what they wear because in all cultures there exist certain conventions and to make concrete identities among people, garments are used as primary source of identity (Kratz and Reimer as cited in Berger, p. 193). Dress worn as a part of fashion is a material is representative of personal values and has close relationship with the self perception of the individual. The fashion pursued by an individual is a reflection of the self and has a specific role to play in development and construction of character of individual. The body of an individual is a tangible asset and visible outer limit of the self but along with this it also has to operate collectively for building interaction between person’s actions and external environment, i.e. society. Newton, 1975 (as cited in Craik 1994, p. 23) says: “Our clothing provides a deadly means of communication as silently, we inspect each other”. Social identities have now become an uncertain in every day’s life. People keep on presenting themselves to others through all sort of interactions they make, the way one speaks or presents himself to other in the world. With the help of fashion and clothes people not only make their identities in the social circle but they also communicate their ideas. Clothes are used as source of communication and for expressing one’s feelings too (Kratz and Reimer as cited in Berger, p. 197). Discussion on Statement by Andy Bennett “Fashion (is) a key resource through which individuals in late modernity construct their identities and position themselves in relation to others’’ (Bennett, 2005, p. 115). This statement that has been given by author “Andy Bennett” is highly relevant in the present scenario. Fashion has been used as the resource by individual for the purpose of construction of their identity and positioning themselves at a higher place in comparison to other. Fashion has an important role to play in articulation of ethnic identity in relation to the contemporary setting in routine life. Ethnic identity is just like other types of social identity. It is not considered to be real and essential, but actually it is a multi faced phenomenon, which is different at varied places and time. An imperative factor, which is helpful in construction and articulation of ethic identities with the help of fashion, is cultural displacement. “Ethnic identities are individually constructed and multiply staged as other forms of social identity” (Bennett, p.115). People establish their identities in a way that they become a part of their social identity that they want the other people to accept as their social status. Fashion is used to create an individual identity which later on emerges as a source of a social identity for that person. In contemporary era, garment and fashion is the subject related sociological, historical, anthropological and semiotic analysis in the social theory. The basic purpose of fashion as explained by famous cliché is “You are what you wear” (Arvanitidou and Gasouka, p. 2). The phrase which is “is in fashion” explains the rapid changes that have been taking place in the styles and innovative clothing patterns (Arvanitidou and Gasouka, p. 12). “A dress should be tight enough to show you’re women and loose enough to prove you’re a lady” (Tumblr 2011, p. 1). The division between the items of clothing of both sees indicate the social construction in regards of gender identities that transcends both the sexes. In the past few years, there have been many rapid changes in the cultural values of people because of which the process of fashion and related changes has intensified. Fashion has a great influence on social structure through the formation of varied identity including gender. From the past trends and search in future, it is indicated that fashion is capable of generating great surprise and contribute in development of identities of individuals (Eicher and Sumberg, p. 295-298 as cited in Eicher, 1995). Clothing and fashion plays an unconscious and conscious perception in context of mortality, the ideology of designer and wearer and hence the major impact on culture itself. For example; (Source: Mendonca 2011 ) The image above explains the masculinity looks they do not at all represent feminine characteristics and contribute like a contemporary masculine looks. The fashion in the above picture clearly demonstrates role of fashion in building identities of different gender. The construction of identity made in the environment that restricts the availability of identity and available options of designation. For troubling the concept of gender identity it is necessary to find out ways in which people perceive and understand these identities in which social categories are construed. Dressing is considered as a tool for exploring the fashion in most direct and simplified way for filling constant gap between the female-male identities (Holden 2012, p. 251). In the following example, pair of women and men is wearing same identical clothes which are representative of unisex style in fashion. This is also representing the way the male and female can be represented in similar kind of clothes and also the representation of the different fashion clothes. The agreement is also stated that each model is supporting their role, i.e. women emit femininity and men show masculinity. (Source: Senior wins $25,000 for fashion designs and business concept. 2011) (Source: Fashion Fix - Gender Bender Model Andrej Pejic Magazine Cover. 2011) Each fashion magazine portrays the identity of the models as either a beauty ideal or a representative of the brand along with his/ her personal traits of masculinity and femininity. Overall the complete awareness about cultural and historical studies given in the module has been helpful in framing a broader base of the discussion. Garments worn by people and the fashionable trends prevailing is used by the people for creating different identities. These have been very helpful in fulfilment of social and cultural requirements and demands of the society. The statement that has been given by Andy has been critically evaluated by considering the viewpoints of varied authors and it indicates that it has high relevance. In the period of late modernity fashion trends prevailing have been used by people for constructing their identities and also creating a distinct position for themselves in relation to others. It has been considered that a dense and rich set of options related to costumes and reveal multiple ways in which, fashion has been an integral part of concrete, tangible, profound, complicated and symbolic process of development of modern and postmodern self of an individual. The development of gender identity is considered to be a social construct with two factors, i.e. garment and fashion Every fashion that comes in the society is considered as a part of social process of discrimination namely reproduction of the hierarchal positions and maintaining prestige in a deeply unequal society. In context of fashion and gender there is wide difference in the patterns which contributes in different fashion elements for different sexes. The contribution made by fashion in development of identities of individuals is the main factor which is responsible for extra attention paid by people towards this factor. The liquidity in the fashion patterns play an essential role in transitivity of culture and the phases of this needs to be clearly captured and displayed. This helps in allowing the fluidity of gender identities and sexualities as well as for other identities also. The process of gender identity has also intensifies. In relation to force, which is exerted for the purpose of relocation to different parts of world because of slavery, poverty, religious and political persecution, etc. have been very helpful in marking out a new space for cultural preference in terms of fashion. Along with this, the advent of globalisation has also been a key factor, which has influenced the lives of young people. There has been a debate over the change in fashion patterns because of globalisation. Late modernity, which is a period representing the disjunction between the communities and securities of modernity and the realities of post-second world war has been highly influence by the trends of fashion industry. There is a significant contribution made by fashion as it acts like a key resource through which, individuals have been able to construct varied identities and also establish a position for themselves in relation to others. Ebin 1979 says that in western society people cover themselves in beautiful dresses not only to decorate themselves but to symbolise their identities. They use costly clothes as a symbol of fashion to gain respect in society. They try to create identity by wearing costly clothes which represents their status in society and whose monetary value is significant to others so fashion is used to create a respect in society, depict social status and reflect the association with some specific group of society whom they deem appropriate to get associated (as cited in Craik 1994, p. 23). The direct contact and the intimate relation, which clothes makes with the body of individual makes it clearly visible that it has an integral role in constructing social identity in general and gender in particular sense. The materials, which are selected to be worn by an individual and carried on the body are obviously involved in creating social contacts and also result in stable interaction between the body and the outside world (Hall 1992). The statement that has been given by Andy in relation to fashion has been able to attract the attention of many authors and they have poured in their thoughts in relation to the statement. The statement that has been given by Andy has highlighted that fashion has a curial role to play in building and developing of identities of individuals. The statement has indicated that fashion has a significant role to play in development of ethnic identity of individual. It can be analysed that the fashion trends prevailing in the environment make a dynamic impact on building varied identities of people. Sometimes, the people of the society go against the fashion trends prevailing in the environment for constructing their different identity and standing apart from the crowd. These people have also been responsible for getting a change in the fashion patterns and contribute in developments of fad. Conclusion: The overall aim of the paper is to discuss The Statement That Has Been Given By Bennett. For this purpose, varied literatures and thoughts of different authors have been incorporated in the paper. The thoughts that have been highlighted in the paper have been very helpful in concluding that the statement is highly true and applicable. Statement is widely accepted and has been able to gain positive acceptance from other authors. It has been agreed that individuals have used fashion as a tool for construction of their identities among their common group for building differentiated image. They want to be recognized in a respected way within their groups and all they do is to dress up in a way that makes them different from others. Further, it has also been indicated that they are able to create a better position for themselves in relation to others with the use of fashion as their major strength. Though, it has also been highlighted that in some instance where fashion is not only used for constructing identities but the ratio of this population is very lesser in comparison to the ones who agree with the given statement. Some behavioural trends have also highlighted that some people go against fashion trends for creating newer fashion and fads in the society. After the analysis of discussion of varied viewpoints of authors and critical evaluation, it can be concluded that statement given by Andy has high relevance in the period of late modernity. References: Arvanitidou, Z. and Gasouka, M. ‘Fashion, Gender and Social Identity’. Accessed 24 January 2013 http://process.arts.ac.uk/sites/default/files/zoi-arvanitidou.pdf Bennett, A. (2005) Culture and Everyday Life. London: Sage. Berger, A. A. (1998) The Postmodern Presence: Readings on Postmodernism in American Culture and Society. London: Sage. Craik, J. 1994. The Face of Fashion: Cultural Studies in Fashion. London: Routledge. Eicher, B. J. (1995) Dress and Ethnicity. Oxford: Berg. ‘Fashion Fix - Gender Bender Model Andrej Pejic Magazine Cover’ (2011). Accessed 24 January 2013 http://www.oralfixpodcast.com/2011/10/fashion-fix-gender-bender-model-andrej.html Hall, S. (1992) The Question of Cultural Identity. Cambridge: Polity. Holden, T.J.M. (2012) ‘Hyper-gendered discourse: How Japanese fashion magazines construct Gender identity’. Accessed 24 January 2013 http://www.derechoacomunicar.amedi.org.mx/pdf/num4/15-holden.pdf Mendonca, F. (2011) ‘IT’S TIME FOR THE BOYS FROM IPANEMA’. Accessed 24 January 2013 http://jcreport.com/features/fashion-features/2011/06/23/it%E2%80%99s-time-for-the-boys-from-ipanema/ Tumblr. (2011). Accessed 24 January 2013 http://www.tumblr.com/tagged/edithhead [Accessed on: 27 January 2012.]. Read More