Fashion is Consumption and Consumption is in Fashion

27 Jan 2019

Fashion is a multi-faceted phenomenon that must be considered from many angles to be understood.

Why do we consume fashion? How do we decide what to buy, what to wear? What role does technology play in the process? How do our everyday consumption practices influence our personal identity and vice versa?  This is an environment in which emotions and consumption habits feed on each other. How we feel is an ever more important component of our social lives, and what is fashionable extends into numerous realms.

The newly published book El consumidor de moda (the Fashion Consumer) seeks to explain how so many forms of daily behavior pivot on the phenomena of fashion. Notably, eight of the 12 chapter authors are Social Trends Institute experts who have participated in Experts meetings and graduate seminars.  

The volume, in Spanish, is the third from the ISEM Fashion Business School at the University of Navarra. The chapters address such varied themes as materialism, consumerism and consumption patterns, emotions and relationships, image and identity configuration, advertisements and communications. Yet they share common undercurrents that tie them together to shed light on the entire panorama: namely:  themes of personal identity, interpersonal communication and emotional culture.

Roughly translated, the chapters are:

  • “Why do we create and consume fashion?  The human meaning of material culture,” by Mónica Codina.
  • “Fashion: between emotion and discourse, between discourse and image,” by Laura Bovone.
  • “Contemporary identities and emotional uses of fashion,” by Lucia Ruggerone.
  • “Gender and consumption, places and mediation, bodies and material culture,” by Roberta Sassatelli.
  • “Consumption and digital media and the acceleration of fashion: an approximation from emotional culture,” by Marta Torregrosa, Cristina Sánchez-Blanco and Javier Serrano-Puche.
  • “New communication for new fashion consumption,” by Charo Sádaba and Jorge del Río.
  • “The world of fashion trends: where nothing is sure and everything is possible,” by Sandra Bravo.
  • “Women and consumers.  A study of the ‘emotional work’ in advertising representations,” by Ambrogia Cereda.
  • “Citizens-consumers: confronting emotions in the development of sustainable consumption,” by Emanuela Mora and Elisa Bellotti.
  • “Consumerism and moral improvement.  The role of biotechnology in new market necessities,” by Luis Echarte Alonso.
  • “Fashion theory in Jean Baudrillard,” by Efrat Tseelon.