I am currently writing a research paper titled ‘The Limits of Ethical Consumption as a Solution to Fast Fashion‘, and I’ve recently read a couple of articles for my research. I thought it might be nice to document the process, so I’ve attached my thoughts on a few of my favorites: 

Selling Style I: The History of Fashion Marketing Through the 19th Century

As I am very interested in the history of fashion, the article’s combination with my more recent likening to marketing was exciting. In particular, I found the development of branding to be especially appealing. The way that Charles Frederick Worth revolutionised the industry by introducing branded labels and live models to showcase his collections was incredibly ahead of his time. It’s fascinating to see how these early marketing strategies laid the groundwork for the modern fashion industry, where there are regular fashion shows and everything is labelled. 

Furthermore, the evolution of fashion magazines like “Godey’s Lady’s Book” was also intriguing. These publications not only disseminated the latest styles but also made high fashion accessible to a wider audience. I was particularly struck by the concept of sewing patterns in each issue – it’s an idea that doesn’t sound so far-fetched yet isn’t done presently. 

Overall, delving into the historical aspects of fashion marketing has been very enjoyable for my curious mind. It’s amazing to think about how these early innovations have influenced the way fashion is marketed today. 

A Brief History of Mass Manufactured Clothing

Reading about the transformation of the clothing industry from homemade garments to mass-manufactured ready-to-wear clothing was fascinating. Before the late 19th century, most people in the United States wore homemade clothing, with ready-made garments being almost non-existent. I was particularly taken by the fact about the role of the Civil War in bringing about mass production, with the creation of standard sizing. 

Another intriguing aspect was the role of the advertising industry in shaping consumer perceptions and desires. The creation of a fantasy around ready-to-wear clothing, as seen in the 1920s, played a crucial role in promoting mass-produced fashion. Helen Woodward’s advice to advertisers to ignore the harsh realities of factory life and focus on the appeal of the product highlights how consumer culture was carefully constructed. This strategy not only sold clothes but also reinforced the notion that consumerism could bring happiness and fulfilment, diverting attention from the challenging working conditions and the monotony of industrial labour.

The Evolution of Fashion as a Signifier

Reading about fashion as a signifier within alternative cultures was eye-opening. I found it fascinating how fashion goes beyond just what we wear; it’s a way of expressing who we are and how we fit into our social circles. The connection between fashion and socioeconomics, showing that our styles are deeply influenced by social politics and class, adds a whole new layer to how we understand trends. It’s intriguing to think about how globalisation and the rise of the middle class have transformed the fashion landscape, making trends more accessible and ever-changing.

Another aspect that grabbed my attention was Georg Simmel’s idea of fashion as imitation, union, and exclusion. His take on how fashion helps us adapt socially while also letting us stand out is quite insightful. The history of the male wardrobe, especially the development of the three-piece suit, illustrates this perfectly. It’s interesting to see how political changes and social movements, like the French Revolution and the Industrial Revolution, shaped the evolution of men’s fashion. Figures like Beau Brummell played a crucial role in setting these trends, influencing how men dressed by emphasising a sleek, tailored look. This shows how fashion is not just about clothes but about the broader socio-economic changes that drive our choices.