I have decided to research further into Fashion as Communication by Malcolm Barnard. The section of the chapter I found most interesting was about etymology. Before reading this section, I was unaware that the word fashion originates from the Latin word, factio, which means making or doing.

The section goes on to discuss the change that has occurred over time, how “fashion was something that one did, unlike now, perhaps, when fashion is something that one wears”. It reflects on how society has changed over time, how fashion now symbolises the perception of an individuals’ personality, rather than the physical process of “making” fashion. An individual’s fashion statement gives an insight into how they are feeling and how they want to express themselves.

Fashion defines the individual and how they want to be perceived by others. The passage discusses that, by the way an individual dresses; their clothing certifies their allowance to be in a certain social group. “Fashion and clothing, that is, may be the most significant ways in which social relations between people are constructed, experienced and understood”. From this quote I have found from the text, it could be said, that fashion is used as a stepping-stone into a social group. Only, by the way in which, an individual dresses, can they be accepted into the social group they desire to be in. This forms our society, how people dress forms groups and different socialisations between individuals from all different backgrounds.

However, it could be argued that in our society today, people aren’t expressing themselves through clashing patterns, colours and trends. Instead, they dress themselves in a way to secure a place in the social group they want to be part of. Rather than communicating their emotions through clothing styles, nowadays, people copy others fashion, allowing themselves to secure their membership into their desired social group.

When reading further into this topic, I read a chapter from the book, “Fashion Brands”. (Tungate, 2012). He discusses how significant fashion is when dividing individuals into social groups. He quotes Vincent Peters, a fashion photographer, “You don’t buy clothes – you buy an identity”. I think this quote epitomizes my argument as in today’s society, in my opinion; fashion has lost its main meaning. Rather than expressing oneself creatively, through crazy, clashing colours and patterns or moving away from the “ideal” woman idea, individuals mirror others, to ensure that they do not embarrass themselves. Today, through so much social stigma and an increase in social media, fashion has become something that only certain, brave individuals wish to publicise and express themselves creatively. In conclusion therefore, I believe fashion has lost its original meaning as rather than creating statements in bold, wacky directions, fashion now is about imitating others to ensure that they are able to be part of a friendship/social group.

Bibliography

• Barnard, M., 1996. Fashion as Communication. London: Routledge.
• Tungate, M., 2012. Fashion Brands. London: Kogan Page Limited.