Dress, Appearance, and Diversity in US Part I Dress Theories and Concepts Chapter 7 Fashion Theories

. FASHION THEORIES Module Learning Objectives ( In this chapter , you will Identify foundational concepts and theories related to fashion , identity , appearance , and dress . Identify the basic tenets of fashion theories and how they help explain dress and appearance . Explain how marginalized communities in the United States use dress and appearance to express their identities . Examine how dress and appearance of marginalized communities in the United States are represented in the fashion system ( advertisements or retailers ) Examine social justice issues related to dress and appearance of marginalized communities in the United States . Deconstruct your own perspectives and approach to understanding the dress of others . Fashion Fashion refers to the idea ofwhat is popular or on trend . One can also think about fashion as what is in flux in a particular time and place . Fashion undergoes a process of dynamic change within a fashion system , there is a continuous change in what is on trend , or in fashion , over time . It can be extremely difficult to trace the origins of a particular fashion trend such as a motif , design , or silhouette ( Reilly , 2012 ) Because multiple cultures and communities coexist across the world and even within regions , it can be almost impossible to be certain that a style came from a specific time and place or to define a fashion trend true origin .

Diabolo at a Mary Quant fashion show in , March 1969 . Image Source Dutch National Archives , BY SA cars and appliances FASHION THEORIES I 58 The miniskirt is an example of a fashion trend that is thought to have developed in one place and time , yet various scholars provide conflicting evidence for some of these claimed origins . Mary Quant , a British fashion designer , is often credited for the miniskirt into fashion in London in the 19605 , during the movement ( A 2021 ) However , according to Ford ( 2015 ) the miniskirt developed out of . Haya , a South African fashion designer , argued in Drum magazine that this new style developed in Africa , not the United Kingdom , as history had recorded . This example highlights some of the social justice issues or the power imbalance in history , where European history often is prioritized ( 2021 ) Fashion is a Social Process Fashion is notjust a set but a social process , a way of behaving that a discernable proportion of a social group temporarily adopts and which is perceived to be socially appropriate for a time and situation . This point is particularly important , since something that might be considered fashionable for one situation ( a class lecture ) might not be fashionable in another ( a business office ) Taking this broader definition of fashion into perspective , there are other products that have fashion components computers and other technological devices .

59 FASHION THEORIES Image Source Style versus Fashion We have mentioned style throughout this chapter and will continue to do so . However , style and fashion are not synonymous . A style is a combination of lines , shapes , and forms . A type of fabric or pattern ( plaid ) may be a component that defines a style . Fashion , in contrast , refers to a specific style that is popular at some specific time . Because its definition hinges on popular use , fashion requires an aspect of consumer acceptance . In other words , for a style to be considered fashion , there has to be an audience and consumer base . Two people wearing similar outfits is not fashion multiple people must be wearing a look , exhibiting a collective behavior , for a style to be fashion . The reasons someone buys into a fashion can differ widely , though . Both individuality and conformity are necessary in the process , with some consumers using fashion as a way of trying something new and stepping out of their comfort zone , while others use fashion to fit in with others . Fashion Diffusion As new fashions are introduced to different cultures or communities , they go in and out of style . This diffusion usually results in a curve . Of note is that the curve never represents 100 of consumers . In this

FASHION THEORIES I 60 bell curve , in the early innovation stage , the fashion innovators create new styles . Fashion leaders , often seen as , then pick up the styles . Today , Instagram hosts a number of fashion who make a tremendous impact on the industry promoting various styles ( Barker 2021 ) After the leaders wear a style , the style is typically worn by what are referred to as early , then late . Late do not necessarily feel comfortable wearing new or innovative styles until they are viewed as on trend . Finally , fashion followers adopt a style when it is near obsolescence or when it is phasing out or seen as an old trend ( Reilly , 2012 ) Precious Lee is a highly influential fashion model who has significant following on her page ( Precious Lee 2021 ) a One or more interactive elements has been excluded from this version of the text . You can view them online here To view a transcript for the video above , download this file Precious Lee Compilation Video Transcript , Characteristics of Fashion Opinion Leaders Fashion opinion leaders , like the fashion on Instagram and , tend to have a similar set of characteristics . They will communicate about dress a lot make themselves socially active and visible profess an interest in high fashion portray themselves as showcase taste and social sensitivity influence choices others make in their dress . Examples of famous fashion opinion leaders include Madonna , Lady Gaga , and . Fashion Items That Are Not Trends Image Source Eva , BY SA Fads and classics describe concepts , styles , or ideas that are different from fashion trends . Classics are items that have prolonged lives and do not necessarily go out of fashion . Examples of classics include the little black dress , Converse sneakers , denim jeans , black suit jackets , shift dresses , white shirts , and trench coats ( Reilly , 2012 ) Some brands , such as The Gap , are famous

61 I FASHION THEORIES or selling classics in addition to more fashionable items . Fads , which quickly go in and out of fashion . are defined in contrast to classics . Examples of fads include the glitter . Another example is the Google Glass eyewear ( Doyle 2016 ) It was quite popular when it came out in the , but it did not last very ong at all . a An interactive element has been excluded from this version of the text . You can view it online here Who Determines What Is Fashionable ?

Gatekeepers are individuals who influence what is fashionable at a particular time . Examples include people in marketing , designers , buyers , or others in the fashion industry . In particular , the fashion industry has great control over what is available on the market and thus is considered a major gatekeeper in aesthetics , styles , and fashions that we see in communities and cultures ( Reilly , 2012 ) Fashion Theories A theory is used to explain phenomena fashion theories are used to explain how and why styles and fashions diffuse across time and across cultures . Theory , or theory , is one example ofa fashion theory ( 1904 ) This theory is based on ideas related to social class . It explains that individuals of higher socioeconomic status set the trends , and then those of lower socioeconomic statuses follow these trends .

FASHION THEORIES I 62 The century Robe a was developed by upper class French ladies after styles developed by upper dressmakers in England and Spain before them . Image Source The Met Museum The Theory is particularly limited in that it assumes we live in a society , one in which fashion information is initially available only to upper classes , which consume fashion in order to show off their wealth . Further , this theory assumes that fashion innovators are only found in the upper classes and that individuals do not want to look similar to those in the middle and lower classes . In reality , fashion and fashion trends are much more complex . This is especially true after the invention of the Internet . Theory A second theory is Theory , or the subcultural leadership model ( 1985 ) This theory supposes that style ideas start with ' lower classes or groups and are picked up by middle and

63 I FASHION THEORIES upper classes and incorporated into mainstream fashion . For example , Lolita styles that emerged in Japan in the began on the streets and then trickled up into haute couture or ( A 2021 ) street fashion continues to innovate and inspire trends today . El ! I a . street fashion . Image Source Dick Thomas Johnson , BY Unlike Theory , this does not argue that the individuals are innovating to create a trend . Instead , Theory states that create fashions to respond to unmet needs , and only after media legitimizes a subculture style by featuring it and getting the public used to seeing it will a style spread ( 1979 ) The of the style often get no monetary benefit from being featured in this way and might not be recognized as the of a style at all . See chapter , for more information . Finally , there is Theory ( King , 1963 ) In this theory , fashion trends or styles can appear and spread across any social class . Many theories help explain how and why styles or trends move or change , but these three theories are some of the basics . It should be noted , though , that they explain fashion at the broader societal level . Other theories help explain fashion on a more individual and micro level . Fresh Dressed is a film that chronicles the history of fashion and how it evolved . It demonstrates how these styles diffused throughout US society .

FASHION THEORIES I 64 One or more interactive elements has been excluded from this version of the text . You can view them online here ?

To View a transcript for the video above , download this file Fresh Dressed Trailer Video Transcript References , 1979 ) Subculture The meaning of style . London . King , 1963 ) Fashion adoption A rebuttal to the theory . In ( Ed . Towards Scientific Marketing ( Chicago American Marketing Association . Reilly , A . 2012 ) Fashion as a dynamic process . In , Reilly , The meanings ( London . 1904 ) Fashion . International .

65 FASHION THEORIES Fashion Theories Case Study Step One Become familiar with the case study . The case study attached below is a Word document and can be downloaded . It includes the task , evaluation , and template for the case study Fashion Theories Case Stud DOC Step Two Submit your complete assignment on Canvas . Format your document . Remember to check the submission against the rubric .