Relationship Between Consumption and Identity
In traditional societies, people's identity was rooted in a set of social roles and values, which provided orientation and religious sanctions to define ones place in the world.
In modernity, identity is often characterised in terms of mutual recognition, as if ones identity depended on recognition from others combined with self- validation of this recognition. Identity still comes from a pre set of roles and norms. For example, a mother or a catholic, identities are still limited and fixed, though I believe the boundaries of possible new identities are continually expanding.
Current research suggests some theorists believe identity as something essential, substantial, fixed and
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Fashion is an important constituent of ones identity, helping to determine how one is perceived and accepted. Fashion offers choices in clothes, style and image through which one could produce an individual identity. There are several dimensions of the consumption of fashion: people consume fashion with the desire to maintain a sense of style; fashion is connected with self and identity and as part of the wider processes of lifestyle advertising, garments, accessories and their fabrics reinforce certain notions of status and personality, using clothing as a sign system. For example, textures from fabrics like satin, velvet and silk are soft and mysteriously attracts touch because of the shine surface. This could be attributed to the wearer expressing a soft, gentle, kind nature. As with heavier and thicker fabrics, such as tweed and leather, which may portray a more masculine character. As Alison Lurie states, “To some extent, fabric always stands for the skin of the person beneath it: if its strikingly slick or woolly, rough or smooth, thick or thin, we unconsciously attribute these characteristics to its wearer” (1)
Fashion is perceived as a form of communication, a particularly accident-prone form. For example, a suit and tie may be suitable for a business meeting, but not for wearing in a swimming pool. Significantly, people mis-read and differ in their interpretations. Consequently, appearances are increasingly seen to constitute personality and perhaps,