Fenomenul modei contemporane
The phenomenon of contemporary fashion

Social patterns and loss of identity

Summary/Abstract: Between what the phenomenon of fashion implies through its function of communicating the identity of individuals and the rapidity with which tendencies change, certain contradictions arise. Although we claim that clothing, accessories and other consumer goods are symbols of personal identity, we are changing so often the objects that define us in the social interactions and in relation to the self, that we have no time to impregnate anything of what they would could be considered a personal mark. The rhythms of changing trends are so alert that those who are real victims of the phenomenon cannot invest personal values or attachments in their own goods in such a short time, that they become superficial means of framing individuals in the social sphere in general, at most symbols of collective identity and far less real expressions of individual personality. We can, however, consider that personality, taste, personal value, intervenes in this process that has become somewhat robotic and impersonal by the decisions that individuals take when choosing certain articles or styles of clothing. From the multitude of trends generated in a season, individuals acquire only certain aesthetic directions, choices that combine the collective taste with the individual.

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