CULTURE OF FASHION,

INDENTITY AND
GLOBALISATION
CULTURAL ANTHROPOLOGY.
INTRODUCTION
 The development of human society was historically in the course of
the progress of its socio-cultural sphere. Basically, folks continually
wished to develop some common traditions and habits that may be
common for a selected community. In fact, fashion wasn't simply a
shot of individuals to urge similar preferences in garments, music,
etc. however it absolutely was conjointly a really vital social issue
that united folks. Actually, fashion fulfils identical operate nowadays
also because it did throughout its history. it's necessary to underline
that fashion tends to replicate the final cultural trends or may be
establish them during a approach as a result of modern really is also
related to progressive, the foremost advanced, though it doesn't
essentially means that the most effective.
 HISTORY…….
 1950s
 Fifties were the epoch of nice changes
and growing contradiction between the
two international systems, capitalist
and communist. .For example, men in
the main, wore tight trousers, animal
skin jackets, and stress was on long
greasy hair. As for girls they had
associate in nursing choice for carrying
a skirt or a good ‘pencil’ skirt. This was
the prevailing fashion for the whole
decade; till hemlines began to rise and
an additional art movement egg-type
silhouette began to look solely in late
Fifties.
 1960s
 Basically, Sixties were the logical
continuation of Nineteen Fifties. To a
major extent, these changes were
present by the social movements for
civil rights and equality of all
individuals.
 Basically, Sixties were the logical
continuation of Nineteen Fifties. To a
major extent, these changes were
present by the social movements for
civil rights and equality of all
individuals.
 Short skirts (anything above knee level
as considered short skirt in this era)
were not meant to attract men for the
sake of sexual interest, but instead
were a way to attract attention so that a
WOMAN could be the one to decide if
his attention was wanted.
 1970s
 In this era, the wear was really
unstructured and fluid.
Embellished wear, either
productive or foreign from
Republic of India or
United Mexican States
was in addition to the whole
mood.
 Punk had at its heart a
declaration of creation through
disorder. In fact, punk fashion
is traced to the ripped jeans,
torn t-shirts, aggressive
haircuts and worn and torn
animal material jackets.
 Eighties fashion
incorporated distinct
trends from all completely
different epochs, along side
ancient Egypt, the first
twentieth century English
royalty, Victorian era
buccaneers, and punk
rockers from Nineteen
Seventies.
 Society’s love for brand was
epitomized by its inexplicable
love for wearing Coca-Cola
brand clothing in 1987.
INTERNATIONAL TRADE AND ECONOMICS
 In 2015 alone consumers spent nearly $380 billion on apparel
and footwear
 International trade has an important share in GDP in different
countries. Various companies from different countries are looking
for new growth opportunities beyond their home country borders.
 Due to international trade, important sectors of the economies can
be stimulated, such as transport and ICT sectors.
 Thus, international trade can be important for business, due to
profits growth prospects, reduced dependence on known markets,
business expansion, etc.
ECONOMIC BENEFITS OF INTERNATIONAL TRADE
 ECONOMIC BENIFITS OF INTERNATIONAL TRADE

 VARIETY OF GOODS

 OUTLET FOR SURPLUSES

 REDUCTION OF MARKET

 FLUCTATIONS

 LOWER COSTS

 PRODUCTION EFFECIANCY

 RESOURCE SPECIALIZATION

 INNOVATION

 JOBS

 • PEACE
GLOBALISATION , CHANGES IN FASHION INDUSTRY
International standards and policies were examined to
improve the performances expected from the improvement of
the garment industries.
Some of the developing countries that benefited from the
globalisation were Bangladesh, India, and other Asian
nations. International policies were regularised to encourage
the members to increase the transit value required to
promote the globalisation in the international market.
. Most of the countries that have emerged as successful
producers and exporters of garments have also become
important in footwear,as well.
INDIVIDUALITY EFFECTS DUE TO GLOBALISATION

 Globalisation affects every aspect of an

individual's life including, religion, food,
transport, language, music and clothing.
 It affects each individual differently
however, depending on a diverse number
of factors such as location, education and
income.
 The problem is that for many poorer
nations, the situation will continue to
worsen.
 Wealthier nations are also
disadvantaging the poorer ones by
reducing the aid that they are providing.
 GLOBALIZTION AND FASHION
Fashion is a multi-billion-dollar industry
that must survive in a more and more
competitive global market and produce
for a trans-continental audience; and, on
the other hand, it is also an immaterial
good and the way it is transmitted,
shared and created changes along with
society.
. Fashion industry has, as every other,
been affected by economic globalization.
. Moreover, images, items and people
can now travel worldwide faster than
ever, and the new information and
communication technologies make
trends able to cross borders almost
instantaneously.
 TRANSMISSION OF TRENDS
 In the pre-globalization world,
trends were transmitted
vertically and from up to down,
that is, fashion houses
designed for the upper class,
and those where later imitated
by the lower classes.
 The end of Nazism and other
dictatorships supposed a
change in western society –
making it more open and
democratic- that inevitably
affected the way fashion is
transmitted.
 DEVELOPNMENT OF FASHION FROM 1920S TO 2000

Surprisingly, wearing Sunday’s best was not part of the ’20s

culture unless a woman was poor and only had one nice outfit–
then, certainly, she must wear that to church.
If a sleeveless dress was worn at shawl, wrap or jacket acted as
a light cover-up . Simple, non-distracting clothing was
appreciated in church.
Women were required to wear a hat, gloves and matching
purse. These three accessories polished her look and gave
her permission to add personality to an otherwise conservative
dress.
 Pants or trousers were primarily a men’s
wear item only until the 1940s.

 Women 1940’s Pant Suits in working

factories needed safe clothing that
wouldn’t snag in machinery. Women
wore them at work mostly but soon
became a part of their casual wardrobe
at home and for fun.

 Swimsuits came in one piece and, for

the first time, two pieces.
 In 1960s…….
 In 1960s fashion turned from pricey
couture to cheap and casual street wear.
 Hem lines rose to create the first mini skirt
revealing stick legs covered by coloured
tights.
 Low heel shoes, long hair and little girl shape
dresses emphasized this was a time for you to
shine.
 In the mid60s dresses were shapeless often
with drop waist and contrasting white cuffs
and collars.
 Women used top with high neck button
blouses, pullover knits and turtle neck skirts fit
straight on the body.
Fashionable clothing in
the early 1980s included
both unisex and gender-
specific attire.
Widespread fashions for
women in the
early1980sincluded swe
aters (including crew
neck, and V-neck
varieties); fur-lined puffer
jackets; tunics,
velvet blazers, trench
coats (made in both fake
and real leather) knee-
length skirts and so on.
Has Globalisation Ruined the Fashion Industry?
 Globalisation is incredible, valuable, scary, and damaging, all at the
same time.
 Brands can’t price competitively if the cost of labour is expensive. So,
they seek cheap labour from developing countries.
 For example ,Compared to countries like the USA or UK, materials and
labour are drastically cheaper in developing nations like Nepal or India.
This means companies can sell a t-shirt for US$10 and make a profit
because the cost of manufacturing it is significantly less. . This means
that 40 cents will end up in the pocket of the person who made that $10
tee; a figure not nearly enough to comfortably feed an individual and
their family.
 To make matters worse, advertising and media streamed from all over
the globe thanks to the TV and the internet shows us what we must buy
to look good, look desirable and trendy and compete.
 The funny thing is, we’ve brought the issues of fast fashion and its social
and environmental problems on ourselves. We continue to adhere to the
style trends and compete; meaning our demand grows and garment
manufacturers must keep up.
 The negative effects of globalisation on garment factories in the
developing world may now seem obvious, but what about fashion? It is
believed that globalisation has changed the very heart of what fashion
used to be.
 It evolves and warps with society and events, but I wonder how we can
come back from the monster of fast-fashion when style creativity and
imagination have been buried so deep along the way.
THANKYOU

 SUBMITTED TO  SUBMITTED BY
 BIJAYENI MOHANTY  SUKANYA POTHAL
 RASHI SUXENA
 SWATHI D.
 ABINEETH CK
 HASANUL BANNA