In the Fashion as Communication book, Barnard (2002) explored etymology, which is concerned with the origins and developments of the meanings of words. Barnard believed “ etymology was used to shed a little light” on the meaning behind the word fashion. He explored how fashion plays a role in society through union and individualisation as well as how it differs through different societies as it may not really be called fashion but adornment and dress instead. Barnard then conclude that the “context in which the words appear must always be taken into consideration when deciding whether a garment is being understood or used as an item of fashion or clothing”.

Wilson (1992) in Fashion as Communication, believed “fashionable clothing is used in western capitalist societies to affirm both membership of various social and cultural groups and individual, personal identity” and as western societies are also referred to as complex societies it is believed that the “demands of society are challenged by individualisation”. Frances Corner (2014) explored individualisation in the book, why fashion matters (Reason 28) she wrote that individuals develop a “unique and personal approach to dress” or in other words their own ‘philosophy’ of fashion. This allows individuals to free themselves from industry trends where they create their own identity but they also maintain a relationship with social and cultural groups.

Flugel (1930) in Fashion as Communication, looked at fixed and modish costume. Fixed costume “changes slowly in time but varies greatly in space” meaning it is associated with particular area and has different ‘social bodies’ in different areas or ‘localities’. In Adorned by dreams: fashion and modernity by Elizabeth Wilson (1985). Wilson found that it was after world war two that clothing was mass produced and ready-to-wear which lead to it to becoming the standard wear for everyone which can be seen through ‘fixed costume’ but amongst those who do not have a lot of money as it was noted that the poor wore “out of date and shabby clothes”, suggesting that money plays a factor in fashion which is why there is not just on type of costume across the globe.

In my opinion, I believe that fashion is apart of an individual’s identity but mainly in western societies as in other societies fashion is the least of their problems. Corner believed that individuals free themselves of industry trends when they create their own identity or ‘philosophy’ of fashion which in some cases are true but any item of fashion comes from a trend it may not be a current trend but it was so it is not exactly a unique identity it could be considered a recycled one which is evident in recent trends where what was worn 20 years ago that after a while was no longer a trend has been recycle into a new trend. For example, The Nike Air Max Plus trainers which were originally released in 1998 which have now been re-released and are currently being sold for over £100, 19 years later.

Bibliography

• Barnard, M. (2002) Fashion as communication; 2nd edition, Routledge.
• Wilson, E. (1985) Adorned in Dreams: Fashion and Modernity, London: Virago.
• Corner, F. (2014) Why fashion matters, London: Thames and Hudson Ltd.