Fashioning Identity â A Study from Urban India

Usha Narasimhan

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Chapter 18 Fashioning Identity â A Study from Urban India

in In Fashion: Culture, Commerce, Craft, and Identity

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Usha Narasimhan

Usha Narasimhan
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Art:: Kapitel

Seiten:: 349â360

DOI:: https://doi.org/10.1163/9789004446595_020

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Abstract

Fashion as a form of consumption is a response to what is socially acceptable and dominant. The adoption of new fashions or the innovative use of existing fashions can be seen as a means of control employed by the consumer, calling into play the âactive consumerâ who acts within different cultural biases. Contemporary India is seeing a marked rise in consumer culture and consumption practices. Consumption of fashion and clothing seems to be a major avenue for self-expression particularly among the younger generation. Indians are becoming highly fashion-conscious, buying products that correspond with contemporary styles implying a more sought after positioning as cosmopolitans in the field of modernity. While clothing today elicits extremes in emotions from various corners for numerous reasons ranging from cultural to religious to gender specific, fashion has moved from the frivolous and sartorial to making social and political statements. This chapter looks at fashion as a phenomenon of identity creation and expression. Fashion is about commodity, commoditization, and more. Fashion today is about the production, consumption, and reproduction of identity. The youth of urban India are simultaneously producing, consuming, and reproducing fashion. Through a sociological framework informed by in-depth interviews with fifteen young women in Delhi, the results of the pilot study presented in this chapter examine how Indiaâs urban youth seem to be continuously fashioning identity through their fashion experiences and fashion practices.

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In Fashion: Culture, Commerce, Craft, and Identity

Reihe:Â At the Interface / Probing the Boundaries, Band: 135

ISBN:: 9789004446595

Verleger:: Brill

Print-Publikationsdatum:: 18 Dec 2021

Fachgebiete

Front Matter

Part 1 Fashioning Representations: Texts, Images, and Performances

Part 2 Fashionable: Shopping, Luxury, Vintage, and Packaging

Part 3 Fashionâs Materials: Craft, Industry, and Innovation

Part 4 Museum Worthy: Fashion and the Archive

Part 5 Fashioning Cultural Identities: Case Studies

Back Matter

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Chapter 18 Fashioning Identity â A Study from Urban India

Abstract

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In Fashion: Culture, Commerce, Craft, and Identity

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Chapter 18 Fashioning Identity â A Study from Urban India