Introduction
The fashion industry invests heavily in researching the needs and preferences of its target market. The rationale is that what people wear tells much about their identity as women, youths, professionals, ethnic, religious, and cultural groups. Fashion makes humans one of the most unadorned species, despite lacking the natural glitter or attractive appearances that other animals possess. Notably, the developments in twenty-first-century clothes are becoming a means of self-expression rather than a signifier of status, as was the case in previous years (Pozzo, 2020).
People often express their identity through distinctive accessories and clothing items. The apparel industry worldwide focuses on understanding the values of its consumers before designing any clothing or shoes. Moreover, the models and celebrities chosen as brand ambassadors are often preferred in consideration of the target market’s group identity. Thus, although fashion is conceptualized differently across cultures, sexuality, and ethnic and religious groups, it is an intrinsic part of human lifestyle and integral to the formation of identity.
Fashion and Cultural Identity
Fashion considers various interacting cultural intermediaries, the existing and emerging agents that ensure class distinctions through intensifying the consumption of standard culture. Notably, the existence of fashion culture can be traced back to the beginning of civilization, when people began making clothes that reflected their values, practices, and economic activities (Huggard, 2020). For instance, in a culture where people believe white weddings are the ideal way to get married, there is a heavy investment in extravagant gowns and jewelry for the bride. On the contrary, where a traditional form of the wedding is preferred, the design for the bride and groom will reflect the cultural heritage of the individuals.
There is a strong link between cultural products, practices, and perspectives on fashion promotion across the world markets. Fashionistas often attempt to deliver items in line with broader socio-cultural values, enabling consumers to make their preferred social statements (Huggard, 2020). For example, in a region where people uphold modest standards of dress, fashion creators are likely to design long dresses with pull-on necks and round-shaped blouses that cover the breasts. Such dresses identify the person as conservative and determine the approach they receive from other people.
Also, fashion shows differ between generations, age sets, and development across the lifespan. For instance, after the Second World War, British fashion retailers were facing severe shortages in apparel. Still, the people insisted on having designs that were distinct from those of their parents (Bide, 2022).
Furthermore, the Jazz and Pop culture emanating through sound and lighting systems was integral in setting up new fashion trends, distancing them from the dark past of the war. Particularly, in the late 1940s, Bentall’s teenage apparel incorporated fluorescent lighting into the shoes, making them suitable for disco dancing (Bide, 2022). The implication is that young people appear different from the older generation. The celebrities of the time were used to popularize the new fashion, marking a significant change in a generation.
Notably, there have been significant cultural developments and changes throughout the globe. When people travel and interact, there are some exchanges in values and apparel. Western countries are often portrayed as trying to impose their traditions, including fashion, on other nations. Research studies indicate that the international fashion industry, particularly the Italian sector, is influencing that of China and altering its national identity (Gu and Lu, 2021).
The implication is that consumers in the Chinese fashion industry must renegotiate their style and national identity to accommodate the influences of global fashion trends. The Chinese creatives are threatened as their culture is not spreading to other regions as fast as those of Europe and the United States. Thus, globalization is negatively affecting the fashion cultural space and may lead to identity changes for the younger generations.
Construction of Sexual Identity Through Fashion
Sex is one of the identities that people get from birth, as a child is assigned as either male or female. Traditionally, clothing colors are assumed to be fit for boys, while others are used for girls (Evans, 2020). For instance, parents expecting a male child are likely to fill their child’s wardrobe with blue apparel, while the female baby gets pink clothing.
Moreover, there is a distinct difference in fashion between the sexes. In most societies, men typically wear long pants, while women often wear dresses and skirts, except in a few regions, such as Scotland. Additionally, accessories such as wristwatches, necklaces, and earrings vary by sex. Thus, as soon as a child is born, fashion is used to start forming their identity, and this process continues as they grow.
Moreover, with the social changes in sexuality and gender, fashion depicts an outward presentation of internal identity. A person can easily be recognized by their style, aesthetics, and sense of fashion. A good example is with people belonging to the Lesbian, Gay, Bisexual, Transgender, Queer (LGBTQ+) who can use fashion to come out (Marin, 2022). For instance, there are specific fashion trends that are more likely to be embraced by individuals belonging to the LGBTQ+ community. Some common identifiers include apparel with rainbow colors, and men’s studs worn on one ear, and the use of conspicuous make-up for people who were assigned male at birth.
The fashion language helps queer individuals find belonging and communicate with each other without being understood by others. For instance, in one social media post, a woman said, “you know… wears a lot of flannel,” meaning that she is figuring out whether her respondent is lesbian (Marin, 2022, p.34). The implication is that a person who is not a member of the LGBTQ+ community is unlikely to understand the phrase. Thus, fashion offers a sense of group identity, companionship, and healing.
Notably, due to changes in sexual identity, the fashion industry is now emerging with gender-neutral apparel, allowing people to express themselves as they choose. The Rebirth Garments is one such entrepreneur who makes clothing suited for queer individuals and people with any form of disability (Marin, 2022). The mission of the enterprise is to design exciting but gender-nonconforming clothes that allow its customers to express their individuality. Moreover, such emerging fashionistas challenge the mainstream beauty standards.
Crossing gender boundaries focuses on how fashion can cause disruption, create, and transcend the sex binary. It illuminates how the fashion system categorizes people into men and women, creating assumptions about gender identity (Wahl et al., 2020). The problem is that the gendered fashion established in the Victorian era does not suit the fluidity of gender in the current decade. Back then, gender was inborn and immutable, but, in the current century, some people claim to feel and identify as men even when the gender that was first assigned to them was female. Therefore, with the changes in garment designs, people felt left out by the dominant fashion models.
Fashion Influences on Ethnic Identity
Negative ethnic identities that label people from other communities as ugly and others beautiful have dominated the fashion industry for centuries. Studies have identified various inequalities in race and size across the fashion industry in multiple cultures (Lewis, 2019). In most cases, trendy attire is likely to be designed for slim women, while those who are plus-size and often black are left with a few choices. The implication is that the fashion industry is highly influenced by the generally accepted beauty standards that promote white supremacy and model body figures.
The concept of Eurocentrism in fashion studies primarily illustrates the influence of colonialism and modernity on shaping fashion identity. Fashion developments are highly influenced by Western culture, which is characterized by a hierarchical construct of human typologies (Jansen, 2020). The European race is positioned at the top to depict superiority over others.
However, some communities have refused to allow fashion from other ethnic communities to shape their identity. For instance, Indigenous communities such as the American Indians have stuck with their ancient mode of dressing, which integrates feathers and leather. Their clothes reveal their economic status and worldview. Thus, fashion within the ethnic sphere is symbolic and expresses the people’s heritage.
There have been major conflicts over the cultural appropriation of fashion, where some designers are accused of stealing a symbol or attire that is historically associated with a specific group. For instance, in 2015, a Mexican community in Santa Maria Tlahuitoltepec accused a French Designer of plagiarizing a blouse that closely resembled the “Huipil,” their traditional blouse (Pozzo, 2020).
The community of Santa Maria successfully vindicated the blouse as part of their cultural heritage. However, another French company, Anti Batik, tried to reclaim the design but was denied property rights. Thus, the fight for ethnic heritage in the fashion industry is likely to intensify in the future as designers continue to borrow from one another.
The different types of fashion for ethnic communities can help create memories for tourists and explorers. For instance, Antik Batik has captured a traveler with different designer clothing for each destination (Pozzo, 2020). By examining the images, a person familiar with the various communities can easily infer the identity of a community, even without reading the description, to understand it. The implication is that people from every ethnic community have fashion designs of clothes, accessories, shoes, and hairstyles that give them a unique identity.
In some cases, ethnic communities may share the same symbol, often embedded in their garments and other apparel. For instance, the eagle and the ostrich are typical birds used as emblems by various communities. Hence, the attire of people from such communities is likely to have similarities.
To create distinctions, body ornaments, piercings, and tattoos are incorporated into fashion. Some communities are known to have elaborate facial markings and paintings that symbolize their ethnic heritage. Thus, despite some similarities in attire, other fashion preferences help create a distinction.
The desire to conform to the standard ethnic features of a given group can be a primary factor in driving ethnic fashion among members with a similar background. For example, during the Elizabethan age, there was a surge in sales of high-heeled shoes among men in the sixteenth century (Wahl et al., 2020). The increased demand for high-heeled shoes was attributed to the belief that tall men were perceived as more masculine. Such trends continue to be evident in other fashion products, as people compete to achieve ethnic beauty standards. For instance, the fashion industry is investing heavily in skin whitening products, blond wigs, and blue contact lenses for those with blue eyes. Thus, the fashion industry utilizes perceived standards to design products that appeal to the market.
Fashion and Religious Identity
The faith and religiosity factor is an essential construct within the apparel industry as it determines the attitude and purchase intention of the consumers. In Muslim-dominated regions, specific clothing designs are required by Sharia law (Aruan and Wirdania, 2020). A good example is the hijab, a head covering that all Muslim women are mandated to wear in public as a reflection of self-respect. Therefore, if a person sees a woman approaching with a hijab and a buibui, the implication is that they identify as an Islamic woman.
Notably, religious attire can be the basis of discrimination and a measure of the level of devotion a person has to their religion. For instance, in the Netherlands, in an effort to remain relevant to pop culture while still retaining their faith, some women are designing buibuis that are tighter and reveal their body shape, or hijabs that cover only half their hair (Hass and Lutek, 2019). However, such women are likely to receive condemnation from the Eastern Muslims who feel that they are not strong Muslim women. Thus, religious fashion often exhibits specificity and hierarchy, such that only certain individuals are permitted to wear specific symbolic attire.
Some religious clothing serves to distinguish between various people within the same faith congregation. For instance, in the Catholic Church, there is a specific type of attire that priests and catechists are required to wear during Mass. The garments have distinct colors, shapes, and designs, as the Bible connotes. The fashionable signs, symbols, and behaviors can be easily interpreted by people within a cultural group (Bortoletti and Berticelli, 2022).
For instance, some necklaces and chains feature a cross symbol, while others display a crescent. Anyone with a basic understanding of religious background can easily interpret such symbols. Thus, there is certain non-verbal communication present in fashion that provides a sense of belongingness and identity to the congregants.
Conclusion
In conclusion, fashion has a strong connection to identity, as it conveys aspects such as sex, religion, culture, ethnicity, profession, and social status of a person. Socialization into various categories starts from birth and continues through different developmental stages. Hence, the fashion industry has learned to customize its clothes, jewelry, accessories, and other products to fit its target market.
There are several changes in the contemporary world, such as increased interaction between people from different ethnic groups, which enhances creativity by blending different cultures. Moreover, with an increase in fluidity in gender and sexual identity, some designers are making clothes that are cross-gender or unisex to be more inclusive and allow people to express their various identities. Therefore, fashion provides the basis for people to form and express their personality and preferences to the rest of the world.
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