Fashion- The Hippie-turned-Hooker

Fashion is a perennially changing hypothesis. What is it? What does it do? How does it work? Why does it matter? What is good? Ethical? Aesthetic? Many answers have been given and we’ve come to see that fashion isn’t easy to define. It encompasses the physical, existential and moral dimensions of our being. Yet, fashion is regarded as a vain trifle; somehow less important or even insignificant in the larger scheme of things. A bricolage of many things, fashion is neither purely art, nor purely craft. In the context of mainstream, tradition-bound culture, it’s a hippie- purposely atypical, unconventional and subversive! But its romanticism becomes the stuff of youthful aspirations. It becomes the collective memory of a middle-aged generation that describes its nostalgia in terms of the clothes they wore, the attitudes that defined their existence and the bitter-sweet experiences they lived through in the costumes of their youth. If fashion is the aptness- the perfect point at which Time, Space, Feeling and Response collide- then why is it regarded as whimsical, purposeless and vain?

Let’s attempt to understand this incongruity between what fashion is and how it is viewed, discussed and treated in society. Fashion, over the years, has come to wear a glamorous face (perhaps because of its earliest patrons being the upper classes on the one hand and the artists, the poets, the dreamers, the musicians and even the charlatans, on the other). We won’t recognize it, or even acknowledge it, if it doesn’t emerge before us looking glossy and all glammed up. If it does so, it will have to have another name! Glamour over time, has been demystified. It’s lost some of its sheen; come to be seen as shallow, superficial and not a worthy pursuit for a happy, meaningful life. So, while all other aspects of culture chose to evolve by diverging from glamour, fashion continued this unholy alliance. The way fashion was presented, communicated, marketed and sold- remained unchanged; fashion was- and to a large extent still is- packaged and presented in literal and metaphorical glitz and glimmer. Once a power-packed phenomenon rooted in social and cultural experimentation, it soon became the myth, marketing professionals alluded to- to capture new markets. Fashion, so that it be pursued by the now distanced and disinterested mainstream, had to be seen as being seductive, glamorous, somehow out of reach, somehow forbidden… in some sense equivalent to the lure of the mistress, when you’ve ‘chosen’ to be in a committed relationship with your wife. The status of fashion pretty much got equated with this typically patriarchal view of women. And if I may dare to say so, met with no different a fate- it was made spectacular, desirable, seductive, presented at first, to the most high-end customers and then emulated across all tiers of ‘lifestyle’ products. Fashion was no longer an intelligent expression of who we were in the time and place we were at, but became one amongst many attributes of ‘what we wore’. And what we wore, was changeable, replaceable and as such unworthy of all the time and attention we expended on it. And so, fashion while being an industry that constitutes some of the most artistic, intelligent, intuitive and meticulous craftspeople, never gets its due from a society that sees fashion as nothing more than the varnish that coats purpose, function, utility and performance.

 

Image source: awareness act.com

 

 

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