Power of Fashion and Sociology of Fashion Essay.

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Drawing on the theories studied, describe the way fashion, intended as a social global phenomenon, reflects the cultural changes brought about by Postmodernism.

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Fashion is defined initially as the social systemic consumption, production and institutionalization of uniqueness. It is a cultural phenomenon that assimilates an individual, the culture and the economy. It is both an ideal and an idea (Nystrom, 1999). In any age, fashion is a reflection of times and what is happening in the culture socially, politically and economically. That influence is evident in how the post-World War II society and how culture was responding to the new world was reflected in 1920s fashions at all social levels. The 1920s signified a time of remarkable social change, which was also reflected in fashion. For women, short bobs and shorter skirts such as pinafores became fashionable. That would never have been permissible in past decades (Horn, 2011).  There was a particular androgynous look to women’s fashion that copied from men’s clothing copiously.  Designers like Jean Patou and Coco Chanel made came up with sportswear and made them fashionable as well as functional. Since then, fashion has been intended as a social global phenomenon and it reflects the cultural changes that come about as a result of Postmodernism.


            The sociologist Georg Simmel, working on a famous essay published about a century ago, stated that fashion was not only about clothing styles, but also a basic process that boosted modern life, and consequently it is structuring the psycho-social growth of the modern person. Simmel positions fashion away from any one demesne of social life and contends that fashion refers to a global phenomenon touching on all modern societies (Hurlock, 1992). In quintessence, fashion is a social horizon point whereby individual interests show up against the collective, and where the conservatism and stability of social customs are challenged by innovative and new aesthetic and behavioral forms. Any object can therefore represent fashion; clothes, habits or ideas habits but basically it refers to any field of social action where the antagonistic, sometimes dynamic process of personal formation and collective incorporation is evident. (Veblen, 2002)

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