Fashion localisation in a global aesthetic market

Ferrero-Regis, Tiziana (2011) Fashion localisation in a global aesthetic market. In 2nd Annual International Conference of Popular Culture Association of Australia and New Zealand (POPCAANZ), 20 June - 2 July 2011, Langham Hotel, Auckland. (Unpublished)

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This paper investigates how fashion circulates globally and is adapted and localised by consumers. The rise of fashion blogs, social networking, on-line retail and on-line streaming of fashion shows has exponentially increased the availability of fashion images globally, enabling a further multiplication of styles and looks. The geographical dispersion of production systems in third world countries, and the concentration of management and finance in first world countries are increasingly acknowledged as having an uneven social and economic effect. However, processes of hibridisation and creolisation give rise to new cultural forms where the local and the foreign are mixed in interesting ways. I argue that the current circulation of fashion must be understood as adaptation in which “outside aesthetic influence is integrated into and becomes part of an existing style tradition” (Lynch and Strauss, 2007, p. 154). This emergence of new local and eclectic styles denies assumptions in which consumers are disengaged while duped by a system of commodification. The paper argues that, through a process of “deterritorialisation”, “displacement” and “repatriation” (Appadurai 1996, p. 32), creative ordinary consumers are able to engage with fashion, reinventing it in the context of their local cultures.

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ID Code: 47357
Item Type: Conference Paper
Refereed: No
Keywords: Fashion, Global, dudou, keffyiah
Subjects: Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > CULTURAL STUDIES (200200) > Consumption and Everyday Life (200203)
Divisions: Past > Disciplines > Fashion
Current > QUT Faculties and Divisions > Creative Industries Faculty
Copyright Owner: Copyright 2011 Tiziana Ferrero-Regis
Deposited On: 30 Nov 2011 21:47
Last Modified: 02 Dec 2011 03:26

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