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Volume 1, Issue 1
  • ISSN: 2050-0742
  • E-ISSN: 2050-0750



This article discusses the proliferation of class distinctions through the consumption of fashion, using the concept of co-creativity to further our understanding of the role of consumers in the production of newness and difference. Drawing on recent theories of identity and creativity, it is a contribution to the development of research methodologies adequate to the task of understanding fashion, by focusing on cross-media practices through which clothes/objects become meaningful, rather studying clothes within the confines of an object-based discipline (such as Dress History). It emphasizes creative production as the outcome of historically specific relationships between practitioners, objects/images, and consumers. The broader context for this discussion relates to current issues and debates around the creative economy’s need for a fusion of knowledge and skills from graduates who are comfortable working across the boundaries of established disciplines such as design and marketing.


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  • Article Type: Article
Keyword(s): class; clothing; consumption; culture; fashion; hybridization
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