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Fashion-Ology: An Introduction to Fashion Studiesby Yuniya Kawamura
Synopses & Reviews
This book provides a concise and much-needed introduction to the sociology of fashion. Most studies do not make a clear distinction between clothing and fashion. Kawamura argues that clothing is a tangible product whereas fashion is a symbolic cultural product. She debunks the myth of "the genius designer" and explains that fashion is not about clothes but is a belief. There is an institutional structure, ignored by many fashion theorists, that has shaped and produced the fashion phenomenon. Kawamura further shows how the structural nature of the fashion system works to legitimize designers' creativity and can make them successful. Newer fashion cities, such as Milan and New York, are the product of the fashion system that originated in Paris. Without that systemic structure, fashion culture would not exist.
Book News Annotation:
Fashion-ology is not concerned with dress or clothing, explains Kawamura (sociology, State U. of New York-Fashion Institute of Technology), but is a sociological investigation of fashion as a system of institutions that produces the concept as well as the phenomenon and practice of fashion. It also studies the social production process of the belief in fashion that exists in people's minds and that begins to have a substance and life of its own. She surveys the various approaches to it and the methods used with each. Distributed in the US by Palgrave Macmillan.
Annotation ©2005 Book News, Inc., Portland, OR (booknews.com)
About the Author
Yuniya Kawamura is Assistant Professor of Sociology, Fashion Institute of Technology, New York.
Table of Contents
Introduction * Sociological Discourse and Empirical Studies of Fashion * Fashion as an Institutionalized System * Designers * Production, Gatekeeping and Diffusion of Fashion * Adoption and Consumption of Fashion * Conclusion
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