FASHION AS A MECHANISM OF INTERNALIZED CLASS HIERARCHY

Abstract

Fashion under capitalism functions under internalized class hierarchy. Under this system frequent consumption and expensive clothing signify social worth. Neema Umani says that your choice of clothing can communicate your set of values therefore fashion is not independent. It cannot be viewed as purely aesthetic, nor can it be viewed purely as necessity. It functions under complex political structures. This study explores how under capitalist structures, the people who consume fashion out of necessity are placed on a lower level of social hierarchy. They are considered to be lacking discipline and social worth. It aims to discuss, how in Pakistan fashion does not only reflect class. It also confines individuals into policing themselves and others through aesthetic judgement. Pierre Bourdeui explained that taste functions as marker of class. The elites use it to distinguish themselves. Under capitalism this system is sustained. It manufactures desire to consume, to fit into society. Clothing is viewed for its symbolic value rather than original purpose which is to clothe. This research uses qualitative study to analyze academic literature, blogs, media coverage and consumer response. Marxist theory of capitalism internalized hierarchy are the frameworks that guide this study