Category Archives: Fashion Works

What Ads Sell

I thought this advertisement was a good representation of the way identities and desired qualities are attributed to certain products as a way of selling to consumers.  This ad for example, uses the desire for women to escape their subjugation from men. It suggests that women wearing this shoe have power and authority over men.


Fashion Predictions


This video is an episode segment of a British “cinemagazine” (a semi-news broadcast, meant to showcase the “novel” and “strange”) which aired from 1930 – 1941. This episode aired in 1930 and focuses on fashion trends of the new millenium. The fact that the newsreel sees potential in this topic to attract viewers is telling of the fashion industry’s power. Even during an era of conflict and economic downturn, the topic of fashion remains of interest. One might question why this is so and how the reciprocal relationship between the media and consumer perpetuates the strength of the fashion industry.  Also of note is the notion that change is inevitable – the fashion industry, even in the 1930s, had positioned itself as an evolving structure.

Guys do it too!

Men at Work: Using dress to Communicate Identities

This study was developed to investigate men’s use of fashion in constructing a work identity. Findings revealed that males feeling incomplete in their work identity use symbolism associated with certain types of fashion to portray the image of being a member of their professional community. Incompleteness may stem from feeling incompetent or uncomfortable in a new job position (whether this new position is the result of being newly hired, transitioning from school to work or transitioning within one organization).Additionally, men use fashion as a method of portraying an identity with the expecatation that their dress will result in specific work-related outcomes and/or achievements (for example, getting promoted). The study is interesting in that it focuses on men and how they employ fashion, rather than the majority of studies which relate to women and their dress.