Budapesttől Míkonoszig: helypoligámia, kozmopolita identitás és divat – Anna Amélie
From Budapest to Mykonos: Polygamy of Place, Cosmopolitan Identity, and Fashion – Anna Amélie

Summary/Abstract: Globalisation constitutes one of the defining structural processes of late modernity, profoundly transforming not only economic systems of production but also the symbolic economies through which cultural meanings are produced, circulated, and consumed. In What Is Globalization?, Beck conceptualises globalisation not as a purely economic phenomenon but as a multidimensional social process that reconfigures everyday life, social relations, and systems of meaning. Fashion operates as a culturally embedded practice and semiotic system through which these global transformations are articulated and negotiated. As such, it functions as a form of symbolic mediation that renders visible the tensions, contradictions, and interdependencies between global flows and localised cultural contexts. Drawing on Beck’s theoretical framework, this paper examines how the brand identity of Anna Amélie, situated across the geographically and culturally distinct contexts of Budapest and Mykonos, may be interpreted as a manifestation of global–local entanglement.

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