The consumption of fashion to a certain extent has always been present in the society because clothes perform the basic function of covering up the human body. However, over the centuries the process evolved and became more complex, thus transforming into the idea of consumerism. The following phenomenon is defined as a social and economic order and ideology that encourages the acquisition of goods and services in ever-increasing amounts. The two basic points of references for the research are modernism and post-modernism because these time frames are best to illustrate the process of changes in consumer behavior as well as the remained similarities. Therefore, the research will explore the effects of the industrialization, second-hand stores, trickle-down and bubble-up effects, the democratization of fashion, the power of labels, semiotics, neo-tribalism, psychological classifications and consumer loyalty to answer the question, “To what extent are modern and post-modern consumers similar or different?”
Modernity vs. Postmodernity
A German sociologist and philosopher Jürgen Habermas states, “The project of modernity formulated in the 18th century by the philosophers of the enlightenment consisted in their efforts to develop objective science, universal morality and law, and autonomous art, according to their inner logic.” As a result, modernity can be viewed as an approach and a lens through which people viewed the world. It is obvious that the process of changing happens gradually, however, the beginning of post-modernism is considered to be in 1979. A French philosopher Jean-François Lyotard was the first one to give this name because he noted a change of approach in the worlds of science, art, and literature. In terms of fashion, the difference is hold in the rapid consumption and production rhythm that is currently present, illustrated by the fast fashion stores, semi-annual sales, outlets, etc. Moreover, in the postmodernist period, there is a significant shift from a rational to a symbolic system. (Venkatesh 1992: online) Lastly, a great individualism and fragmentation also enter the concept of postmodernism, which are concepts that did not exist before. (Raaij and Schoonderbeek, 1993, p. 479-484)
Continue reading “To What Extent Are Modern and Post-Modern Consumers Similar or Different?”
The world always has stereotypes with regards to countries and especially women living there. Thus, red lips, messy hair, a pencil skirt and a striped black-and-white shirt of an ever elegant and simple Frenchwoman have been on everyone’s lips for a very long time. The time has come to travel southeast from France and encounter a new enchanting beauty: the Italian woman. Out of all the cities, today she decided to stop in Milan – a place that has a unique charm and is an absolute winner in terms of fashion and design, which are the loyal companions of a sophisticated Italian lady. At first Milano feels slightly surreal, a little bit like a toy town. A real city doesn’t have perfectly clean marble galleries; doesn’t have groups of incredibly fashionable old women chatting at the bar while smoking and having their daily cappuccino; doesn’t have a slow motion effect when you are walking though and inhaling the astonishing beauty of the ancient buildings and friendly people.
Continue reading “What Are Italian Women Like? Fashion. Family. Lifestyle.”
Designer collaborations with mass-market brands are an alternative for a Christmas morning for all the fashion lovers out there. 2016 has been generous in terms of incredible collaborations, however the grand finale is the sweetest cherry on top of a cake. This time we are talking about the legendary designer, an extravagant and unlimitedly talented persona of the fashion industry – Jean Paul Gaultier. A costume designer for the, out of this world, cinematic masterpieces like “The Fifth Element” or “The Skin I Live In” has came down from the Olympus to create a festive holiday collection for an affordable Italian brand OVS. Continue reading “An Epic Card Game: Jean Paul Gaultier X OVS”
“To define is to limit.”
-Oscar Wilde, The Picture of Dorian Gray
It is a rainy English afternoon. An extravagant young lord is gracefully walking thorough the stone-paved street. He catches the eyes of the passers right away with his screaming simplicity and independence from the settled norms. The fresh smell and confident appear set up a rather intriguing milieu. Ladies and gentlemen, you have just encountered lord Brummel or it should better be said, the first dandy in history. A man who has never been a subject to fashion does not suspect what an influence he will attain in the centuries to come. Thus, in the beginning of the eighteen hundreds fashion has not yet gained a multifaceted identity and an international equilibrium seen today, where innovations are taken bravely and admiringly. Nevertheless, one aspect of it has been kept constant– the joy of astonishing others. Continue reading “Dandyism in Modernity”
You said, “designer labels at affordable prices?” Sign me up!
There is a number of events that, when mentioned to the fashion lovers all over the world, makes their hear beat faster in excitement. Thus, the designer collaborations of H&M have earned the honor to become one of these occasions. Kilometers long lines outside the stores, ruthlessly minded crowds of shoppers, freezing cold fingertips, endless news articles, huge billboards with advertisements and sweet anticipation of exclusive new purchases all have a place to be every beginning of November. As a result, a huge desire is created, transforming a capsule into a fashion event. Continue reading “Designer Collaborations with H&M & My Kenzo X H&M Wish List”
What Does It Take for the Designers to Quit & Is There a Formula to Success?
Imagine the fashion world as wildlife. An environment with its own predators that are dominating upon weaker forces, packs of species that are threatening and yet incredibly majestic and influential. Perhaps being a part of groups like LVMH or Kering means that there are fewer chances you will be eaten this afternoon, however who can be so mighty as to put a price tag on creative freedom? Famous designers leaving well established fashion houses is a topic that is troubling the fashion industry. Raf Simons, Marc Jacobs, Frida Giannini, Hedi Slimane, Italo Zucchelli Peter Dundas, Francisco Costa, Donna Karan, John Galliano, Jean Paul Gautier and many others move on towards the development of their own brands or completely leave the fashion industry. Thus, there are a number of hypotheses as for why this shift is happening but what matters is getting to the core of the issue. Continue reading “Fashion Jungle”