My thoughts on 'Fashion and Popular Culture' by E. Wilson

[if !supportLists]1. [endif]With reference to the article and thinking about your own experience, what do you think ‘popular culture’ is?

In my opinion, popular culture is a way people dress, act, think influenced by all spheres of culture (fashion, films, music, television, photography). I think sometimes people do not even feel the effect of popular culture on them as it became so natural. People do things that are popular and do not even consider why. We were and are influenced or inspired by mass media and what it shows or suggests to us.

[if !supportLists]2. [endif]Read Elizabeth Wilson’s discussion about how the growing popularity of certain sports and leisure activities changed fashions (p162-171). Pick one sport or leisure activity (for example, cycling/ dancing/ going to the cinema) and explain how you think this changed the style of people’s clothes.

I believe bicycling had a very crucial impact on changing clothes of woman. Bicycling was affordable for all kinds of women. That is why it had changed not just an aristocratic woman’s wardrobe, but widespread into all classes and influenced bigger changes. This sport ‘made the long-ridiculed bloomers respectable’, ‘it was the sport craze’ of the time and, most importantly, ‘made trousers popular wear for women’. I think that this change is one of the most remarkable.

3. ‘what we see today in both popular journalism and advertising is the mirage of a way of being, and what we engage in is no longer the relatively simple process of direct imitation, but the less conscious one of identification’ (Wilson, 2009: p157)

Thinking about Elizabeth Wilson’s explanation of how journalism and magazines shape the way we understand and desire fashion (see p157), explain how you think your own fashionable identity is shaped my magazines and adverts.

Personally, magazines (especially fashion and style ones) gives me a key to escape. While I am reading them or just flicking through the most beautiful fashion images, I imagine myself wearing clothes, being as beautiful as models or working in this industry that for me seams so magical, professional and attractive. It also gives a lot an inspiration if you are as myself – fashion and art lover. High quality fashion magazines for me are sources of inspiration and a moment for me to be somebody else. It shapes my fashionable identity more in a spiritual, personal and magical way.

Adverts for me are something more down to earth. Adverts makes you buy clothes, but most of the time you cannot afford them. Although, adverts show you that is trendy and in fashion, so you can search for cheaper version of that. Or save your money. It is more physical connection and I respect that. This industry must sell, and it is also a form of art. Adverts sometimes gives me opposite feeling. If it is advertised a lot, most likely, it will be sold a lot. You end up looking like thousand other girls. That is why adverts sometimes gives me ideas what not to buy or wear. I am more tempted to buy something if I have some personal feelings. Wherefore, I understand a success of nowadays fashion bloggers, indie brands and even youtubers. If you like a person behind a brand or account, you want to support them, and you buy whatever they are offering or selling. I think is very smart way to advertise and to sell for brands.

4. ‘Fashion…as a collective as well as a highly individualistic enterprise, is a means of expression on a mass scale of solidarity and group identity’ (Wilson, 2009: p178)

Thinking about how popular culture such as magazines, films and music influence fashion, what do you understand this quote to mean?

I think it means that all fashion is influenced by popular culture, and even if you do not dress like everybody, the way you dress, clothes or style is still influenced by something from the popular culture. That makes as all belong in one big bubble of popular culture that we all are part of.