FASHION AND SOCIETY

V.A.Rinsey Antony1 & S. Karpagam Chinnammal2

1
HoD, Department of Costume Design and Fashion, Sri Krishna Arts and Science College,
Coimbatore.
rinseyantony@gmail.com
2
H.O.D, Department of Costume Design and Fashion, Chikanna Government Arts College,
Tirupur.
karpi8083@rediffmail.com

Introduction

“Fashion takes its inspiration from society and everyday life, which is the same for
everyone and this, is perhaps the reason why certain elements recur”.

-Stefano Gabbana

Defining trends nowadays is not an easy task. Trends are in essence very complex
mechanisms that mirror changes in the economic and political landscapes. Fashion itself is a
reflection of social, economic, political and cultural changes. It expresses modernity,
symbolising the spirit of the times. The product itself is not in the spotlight anymore: it is the
brand that speaks. It is hard not to question whether today’s trends really are a natural evolution
of fashion, or just the rules of big luxury brands, trying to increase their profit and presence.
Many so-called trends are just old pieces, minimally reinterpreted in order to have more
commercial appeal. Many savvy consumers now follow their own fashion rules, inspired by what
they see on the fashion-animated streets, the internet, and in the live-streamed fashion shows that
are becoming a staple channel for fashion lovers. Now, anyone with a curiosity for fashion and
access to the internet and television can draw his/her own conclusions. Nonetheless, trends are
still analysed and followed by many consumers and manufacturers, who use them as a way of
establishing an order in the chaotic world of fashion. Trend forecasting companies use advanced
technologies and professional experts to predict what will sell in the future, and fast fashion
brands are using the huge number of trends in demand at any one moment to make and sell more
clothes.

Fashion in modern society

 The Importance of favor and fashion in the modern society is much overlooked. The way
that you look and clothing is the first impact that individuals have of you. To be able and
provides individuals an excellent first impact, you need to be dressed in a way that suits your
individual style and does not look slack or unpleasant, but one that does enhance you.

Personal style is a fantastic way to demonstrate who you are and what you take a position
for. You can have fun with your own fashion declaration but you should try and shy away from
being too strong or it will create your clothing look like a outfit.

Fashion an art.

"Fashion is the most powerful art there is. It's movement, design and architecture all in
one. It shows the world who we are and who we'd like to be." High fashion is a form of art,
designers spend a lot of time and creativity on the garments that they show season after season.
Besides it is a way to express yourself, you can show the kind of person that you are, that you
aren't, what you like or what you don't, all just with a simple accessory or piece. Fashion is a
daily way to embrace art and express who you are or who you want to be.

Fashion Impact

"Fashion involves change, novelty, and the context of time, place, and wearer."
Throughout history, fashion has made an impact on lives everyday. Whether or not an effort is
made to keep up with new trends and popular styles a multimillion dollar industy exists because
of clothing. It has been influential as well as controversial. Here is a look throughout fashion
history... Narrative Book Review Happy Days Song "Fashions fade, style is eternal." When
fashion distracts people, especially youth, from more productive activities, they focus more on
acquiring the latest and the most fashionable wear rather than on education or work. People who
cannot afford certain fashionable items sometimes have diminished self-esteem and do not feel
adequate among their peers. At times people are bullied for not having the latest fashions. Some
people believe fashion is harmful since it creates a society in which appearance is often valued
more than character.
On the positive side, fashion is an art, which stimulates and inspires people to express them.
People often show off their personal identity, talent and culture through their fashion choices.
Often people use what they see on fashion runways and in the stores to create their own unique
looks, expressing their creativity. Fashion also promotes creativity as designers endeavor to
outdo one another through their unique and intricate designs.

Fashion Impact on Personality

Personalities are a combination of your own emotional, attitudinal and responses to

situations, is this something that can really be portrayed fairly in what you choose to wear. A
person's personal style says a lot about who they are and how others portray them. For example,
a person in a suit is more likely to be portrayed positively at a job interview than a person in a
crumpled shirt and wrinkled pants. A person wearing professional makeup and a dress is more
likely to make a positive impression than someone in a t-shirt and jeans at a job interview. While
this is all about perception, it ties in with society's view of the importance of fashion. Fashion is
influencing the life styles of most of the teenagers. Sometimes they follow fashion blindly and
want to look like the models they see in Medias. Their dressing styles, haircuts, jewelry in fact
each and every item of their outfits is copied from them. Nowadays it is a common trend to
follow fashion. This influences personalities in both aspects. Positive as well as negative aspects
of following the fashion trends are observed in women more than men as they less follow
fashion.

People also utilize fashion as a way to be judged - or not be judged. Some people dress in high-
end, fashionable clothing to show that they take care of themselves and want to stand out in a
positive way. Others may wear clothes that allow them to hide - plain jeans and tops that allow
someone to blend into a crowd. This shows that both making a statement and trying not to make
a statement actually do end up making a statement - although trying not to make a statement
states that you don't want to be noticed.

Positive impact of fashion on one’s personality:

Fashion expresses what kind of person you are. It is not necessary to wear branded
clothes. You can still have your own style and dressing sense that makes your own character
stand out. This influences positively your personality and you feel proud of wearing your own
style of clothes.

Following the fashion tendencies in your own style brings out your creativity and boosts up your
aesthetic sense. You can mix various colors when you dress for different parties and occasions.
The goal is to feel comfortable in your own clothes. Choose and accessories with the clothes,
from the ones which you already have. There is no need to spend enormous amounts of money to
be fashionable.

Negative impact of fashion on one’s personality:

Most of the women affect their looks by just following strict routines and diet plans to
become thin as the supermodels. They want to fit in the clothes similar to those they see on
television and in magazines. This badly affects their identities.

 Another drawback of fashion observed is the financial investments. Women spend a lot of their
income on clothes and fashion accessories. The branded accessories are expensive and you
cannot afford them unless you have large incomes.

 Sometimes girls do not accept other girls in their friends group if they do not dress like models
with branded clothing. This is not at all a good influence.

Branding and Fashion

Some people utilize fashion as a means of self definition. For example, for some people,
brand names carry intrinsic value. A person may wear Burberry frequently. The brand makes the
person feel connected to the fashion that she loves. It does not matter that the person could by
about ten shirts at Kohl's for the price of one Burberry piece - the Burberry piece gives a person
self esteem and pride in her appearance. The impact of fashion, brands and celebrity culture on
teenagers and adults is a well-researched field, but far less is understood about their impact on
children. The 2011 government-backed Bailey report expressed concerns that young children
were becoming more like teenagers in their behavior and the ways they use fashion to create
their identity. The desire for certain brands and logos, especially in boys’ sportswear, is
something the UK has seen graphically played out during riots and looting in 2011, sometimes
carried out by young children. This has led some commentators to raise concerns that children as
young as five years old are so driven by consumerism and fashion that they are in danger of
‘losing’ their childhood.

Social Role of Fashion

What is the importance of fashion for social life and what role does it play in society?
The question is important as we find people often victims of fashion. Fashion promises no utility;
it makes no appeal to reason and being a fugitive and transitory deviation has little effect on the
major trends of social change yet it has a strong hold over the people. Fashion satisfies two
strong demands of social man- the demand for novelty and the demand for conformity. It turns
the desire for novelty into social practice and makes novelty the right and proper thing for the
group. It is human nature to aspire for distinction. Man does not love by security alone. He
yearns for something new for variety and novelty. Fashion satisfies this desire and also succeeds
in accommodating this desire to the rule of conformity. Thus fashion satisfies some important
desires of man whose satisfaction is necessary for his living in society.

Advantages and Disadvantages of Fashion

Fashion facilitates social change by providing a transitional stage from one custom to
another. It tends to modify the rigidity of custom and the belief in its importance. It prepares the
mind for a change so that people may not feel a jerk on changing to customs. Maclver writes,
"Fashion plays at the surface where resistance is least responding to the social whim of the
moment, discovers on this level a compensation for the restraints of custom and habit and routine
of life. Through its passing conformities it helps to bridge the greater transitions of the process of
social change. Fashion radiates generally from the higher class people the so called prestige
owning people. Some film star or a leader sets in motion a new style in dress or recreation which
is later picked up by other people. This enhances the prestige of the upper classes and those
imitating them.
Novelty and Conformity

Though fashion plays a role in the dynamic interplay of class relations though it satisfies
simultaneously the contrary desires for novelty and for conformity, though it introduces a
common pattern into the area of indifference and has a special significance in the extensive range
of a diversified democratic civilization, yet it is always an item in the cost of living. Some
fashions such as polo playing or frequenting night clubs or visiting resorts are limited to those
who can afford their expenses. People sometimes engage in expenditure unwarranted by their
means. When its control passes beyond the superficialities of life it usurps the place of morals
and offers a poor substitute for the more established conventions.

Conclusion

Fashion is a huge part of modern society. From bargain hunters to fashionistas to those
who are happy in sweatpants and a t-shirt, all people have a sense of personal fashion. This
fashion can include or exclude people in modern society. Fashion allows us to fit, or not to fit, in
a way that we desire.

Reference

http://www.sociologyguide.com/sociology_of_fashion/social_role_of_fashion.php

http://www.whattowearpost.com/the-importance-of-fashion-industry-in-our-society/

https://www.notjustalabel.com/editorial/fashion-trends%E2%80%99-impact-society

http://www.slideshare.net/Vijay_ggsbs/fashion-and-its-impact-on-social-change

http://stylishlady.net/the-impact-of-following-the-fashion-tendencies-on-your-personality/

http://theknowledgeplymouth.co.uk/does-what-you-wear-really-reflect-your-personality/

http://www2.le.ac.uk/research/discoveries/the-influence-of-brands-and-celebrity-culture-on-
children