Fashion

Authentic or fake fashion-branded items? Narratives exploring consumers’ perceptions towards copycat brands among Middle Eastern individuals
This study explores the motives behind preferring luxury fashion-branded items and consumers’ perceptions towards copycat brands. A qualitative approach has been adopted in this research as narratives were obtained from 22 participants. Participants share their thoughts on the reasons for preferring luxury fashion-branded items and the meanings they associate with copycat brands. The results and conclusion of the current study indicate that the key reason for purchasing luxury fashion-branded items is status elevation and the urge to conform to and be associated with specific social norms and classes. Therefore they tend to consume copycat brands because of their inability to purchase authentic brands and of the elevation of status and conformity associated with luxury fashion-branded items. This research also provides insights into understanding the different motivations resulting in the consumption of copycat brands. Precisely this research underlines the importance of country of consumption in reflecting positive perceptions towards copycat brands. As a result this research is the first to consider the relationship between the country of consumption and the acceptance of consuming copycat brands among individuals who are affected by status elevation motives and social norms.

The dress and commercial image of the American ‘Fat Lady’, 1850–1920
In this article I analyse the genre of ‘Fat Lady’ photographs popular between the mid-nineteenth and mid-twentieth centuries. I assert that there is an archetypal appearance that developed in the 1860s and was standardized by the 1880s consisting of certain dress grooming and posing practices that emphasized their subjects’ sizes and presumed social status. Fatness was a performance that these women were employed to embody – one that straddled the lines between corporeal deviance and normality. Freak shows reveal cultural anxieties about bodies. The way Fat Lady performers were costumed reflected concerns about fatness taking up too much space and visibility as well as fatness rendering people immature and androgynous thereby challenging established sex-role differences; it also revealed the potential erotic allure of extreme body size. Over a century of popularity Fat Lady performers came to rely on costumes inspired by evening dress childrenswear and then lingerie all of which grew scantier as time progressed. Existing cartes de visite cabinet cards posters advertisements reports from journalists and side show insiders and rare interviews with the performers themselves provide material for close analysis.

Hanfu catwalk shows: A performance of Chinese femininities


This article analyses the complex relationship between the construction of gender identities among young Chinese females and the practice of dressing up in Hanfu attire. The study employs the perspectives of dress as a situated embodied practice the performativity of gender and the catwalk as a form of performance art. By drawing on an ethnography of self-defined Hanfu fans in Beijing China the authors investigate how the female participants construct femininities through performing on Hanfu catwalks. The ethnographic findings are that first the Hanfu catwalk mediates the intricate interplay of Chinese aesthetic norms and gender expression between performers and the audience. Second wearing Hanfu is an embodied practice unifying the Hanfu costume style gender construction and corporeal acts situated in China’s sociopolitical context. Third Chinese femininity is complex with both flexibility and internal conflicts reflecting China’s paradoxical modernization.

Indonesian metrosexuals on Instagram: A phenomenological approach of male fashion style experiences in communicating the identity
This study analyses the self-representation of the Indonesian metrosexual community on Instagram focusing on how they use the platform to showcase their fashion style and express their identity as consumers and members of society. Metrosexuality is a relatively new phenomenon in Indonesia but it has quickly gained popularity particularly among urban men. Metrosexual men are typically highly interested in fashion beauty and maintaining a healthy lifestyle. They are also more brand-conscious than traditional consumers and are willing to invest in high-quality products. Social media has become an essential platform for the metrosexual community to express themselves and connect with others. Instagram in particular has become a popular platform for metrosexual men to share photos and videos of their outfits. This study examines how metrosexual consumers use Instagram to showcase their fashion style through their posts. The study employs a qualitative approach within the constructivist paradigm using phenomenological research methods including interviews observations and a literature review. The informants comprised ten Indonesian male Instagram users with the highest followers and engagement. The study’s findings suggest that metrosexual consumers prioritize comfort and suitability over brand and product prestige for day-to-day activities and social media engagement. Also the study reveals that metrosexual consumers use Instagram to express themselves and share their activities with others. Their commitment to their appearance extends beyond the online realm to offline settings. The study’s managerial implications underscore the importance of attending to male consumers for products such as clothing.

Camouflage in popular culture, fashion and accessory design in India
This article postulates that recent generations in India particularly the middle and upper-middle classes have experienced increased wealth due to the government’s open market policy introduced after 1991. As a result of this improved financial situation these consumers are now able to purchase affordable luxury goods. One notable trend emerging from this development is the rise in popularity of camouflage patterns in fashion and accessories. These patterns evoke emotions of military association rebellion strength durability ruggedness and a sense of distinctiveness from the rest of society. Surprisingly even though camouflage is intended to conceal and blend in with surroundings it has become a prominent aspect of popular culture in India. The younger generation aspires to stand out and possess larger-than-life personalities perhaps influenced by the impact of globalization. Various audio-visual media such as sci-fi literature and superheroes depicted on over-the-top (OTT) platforms contribute significantly to this trend with fashion statements playing a crucial role in shaping these perceptions. In response to such demand even international brands have started producing products featuring camouflage patterns for the Indian market. The widespread popularity of camo fashion and accessories can be observed in almost all public spaces across India.
The primary focus of this article is on exploring the popularity of camouflage in fashion accessories design and trends by studying consumers’ preferences for leading global and local brands. Through a comprehensive literature review a research gap in this area has been identified. The study concentrates on fashion accessories in India and takes a perspective of percolation of camouflage in the fashion market. The methodology involves the study of primary and secondary sources for documentation and a survey was conducted to gain insights into consumers’ perspectives. By conducting a literature review and a thorough data analysis the article reaches its conclusions.