FASHION
by Karen J. Pusateri and Michelle Cochran

Pre-reading Discussion

1) Explain the differences between the fashion of early years and recent years.

2) Discuss the role fashion plays in the teenage society, and the influence it has had over teenagers.

 
In today's material world where the outer image of a person is more important than one's intrinsic self (character), style has become a meter for determining an outward claim to social status and defining what is "cool."1  Music videos have become "Generation X's" manual on what is "cool". The so called people of "Generation X" (eighteen to twenty-five year olds) often use music video performers as their style mentors. Hair styles and clothing worn by rock stars and pop stars have come to symbolize a certainstatus in our society which this generation is seeking. Fashion manufactures have capitalized on "video fashion" by copying the fashion styles of music video artists and using the Music television networks to market the image and selling it. 

For example, Madonna would often appear in her music videos wearing under garments such as brassieres as outer garments. This not only broke many social taboos, it came to represent the same kind of self-empowerment that many of her songs spoke of; about being your own person, about happiness lying in our own hands, about being kind to yourself. Female fans from "Generation X" then began mimicking this new "style" of dress in an attempt to share this persona of self-empowerment. The fashion industry, focusing in on a potential profit, picked up on this new trend in style and reintroduced the brassiere as a fashionable garment to be worn in full view and thus, a new definition of "cool" was created.2
back to top

Likewise, Michael Jackson has time and time again recreated his image over a long career of music videos and has influenced the definition of "cool." One fashion statement made by Michael which caught on was his flood pants which revealed his often sparkling socks.3 Soon stores everywhere were carrying a large selection of Jackson flood pants and stylish socks to complete the look. But this was more than just a "cool" look. This style represented the triumph of a poor black boy who went from rags to richs and became a super star. To many, Michael represented the ability to overcome life's obtacles and to dress like him was to partake in that status of fame. 

"Video fashion" is a trend that has crossed racial and economic barriers. Why is it considered "cool" to wear pants that don't fit (sagging pants) with flannel shirts numerous sizes too big?4  These clothes were originally worn by poor black youth who's parents couldn't afford better, now it is worn by youth of all races and economic levels. Is this fashion style "cool" because "ganstarappers" Ice Cube, Dr. Dre and Tupak wear it? The fact that their image is constantly seen on music video television networks such as MTV and BET have influenced the consumer. It shows the consumer these "cool" fashion images by playing their videos, thus marketing the fashion style. 
back to top

"Grunge" is another example of a fashion trend that was made "cool" to the masses by music videos. Fans of the band Nirvana immitated their style of dress by "dressing down". Kurt Kobain's "grunge" has done wonders for the sales of thrift store clothing, in fact clothing manufactures are making new clothing appear to look old and "grungy" in order to compete. This fashion trend seems to be to look as unkempt as possible, which then makes you fashionable, i.e. "cool". Another "cool" look that has been consumed by the masses of Generation X females is the "diva look". Video songstresses such as En Vogue, Sade and Chante Moore wear their hair coifed and their clothes are always elegant and feminine. These women of video have influenced video music watching females, they have shown that it is "cool" to look feminine. The women on the other side of video, the video jockeys are also promoting this fashion trend by wearing this style on camera and giving thanks to their designers in the credits.5

Manufactures, Video music networks and the music artists themselves have all capitalized off the "cool" fashion trends that they have either, inspired, marketed or influenced. The artists market the fashion to the masses per the video music networks, the manufactures then place them in the stores and call them the latest fashion trend. The consumer then purchases the fashion and becomes "cool". (Until the next "cool" fashion trend comes along). 
back to top

After reading discussion

1) Write your two cents on what you think of fashion. What makes fashion so important?

2) How has your taste in fashion changed over the period of your life time? Describe in detail.

For the original text, please click HERE.