Relationship Between Globalization And Fashion Cultural Studies Essay

With the first articles of clothing begin fashion. In the caves in the Middle Ages, then France, the high heel shoes were a sign that the person who wearing them belonging to aristocratic circles. This type of class affiliation when it comes to fashion can be seen today. Expensive fur coats and leather handbags are symbols of wealth and high fashion, financially inaccessible to medium and lower classes. The creators of the courts throught Europe have the force and made clothes for personal requirements of members of aristocratic circles.

As the desire for beautiful, colorful and later grew, grew and the number of creators and the annual production of fashion items. Fashion has been passed on medieval Europe across borders through marriage contracts of the royal family and through retailers. However, it was hard to imagine a variety of fabrics, colors and designs of one part of Europe people at the other end of the continent. Development of fashion starts with chancing style and human trips all around the world. In Western Europe people start to change styles rapidly. In countries, which includes Japan, Turkey, Iran fashion is the same as last ten decades. Reasons are culture and religion.

But on the West, globalization and money are reasons for every change in fashion industry. Many towns are recognized as a centers of global fashion because of all events in that towns. Some of them are Pariz, Milano, New York, London. The biggest names like Armani, Gucci made shows and revias in before named cities.

London significant “global city” and it is considered as one of the biggest financial centers of Europe. Historical and cultural contributions maded on the whole of humanity is almost immeasurable, and it is known as a world center of fashion. With New York, Paris and Milano, London dictate the flow of movement in the fashion industry.

The famous London Fashion Week is just one in a series of events whose fashion novelties copied the rest of the world. Burberry, Twenty Twelve, Vivienne Westwood, Topshop, Paul Smith, Stella McCartney are just some of the designers and fashion houses that have been heard almost everyone, and came from London.

London is a city of casual atmosphere, perfect organization, innumerable cultural resources, but also a city known for great hospitality of its citizens.

Globalization, in which the main task is to create a unique world, has a great influence in the creation and dissemination of fashion trends and general fashion.

FASHION TRENDS

Here are examples of some global trends, trends which are recognized in the whole world.

The Converse All-Stars are popular shoes produced by the Converse company. They were produced for the first time it 1917 and were originally intended for the basketball players. The shoes were first popularized by basketball player Charles Hollis “Chuck” Taylor, and named after him. He became the first athlete whose name was “protecting” a fashion brand. The Converse All-Stars became very popular after World War II, and started to be produced in many different forms. The shoes became soon a symbol of youthful rebellion and an indispensable part of punk-rock culture.

Benetton is a global fashion brand based in Italy. The name comes from the Benetton family, who founded the brand in 1965. Benetton has a network of 6000 outlets in 120 countries. Their range of clothing, footwear, fashion accessories is one of the most popular and best-selling worldwide, the company generates a total turnover of 2 billion euros. Benetton is known for its design, intense colours and is worn by all generations.

The global fashion and lifestyle brand Ecko Ltd was established in 1993. by the fashion designer Marc Ecko. Although he started with only 6 ordinary T-shirt and spray paint, today this brand is focused on the global market and commercial success. Marc Ecko footwear combines high fashion and sport ideas into something completely new and original. His logo is a rhinoceros.

Bershka is a Spanish brand of the street fashion for young people. It offers them a wide selection of clothes, shoes and accessories. Bershka’s collection for girls is more oriented towards punk, rock and dance style. This type of clothes is for people with strong personalities and great courage to experiment with fashion wearing unusual styling.

The most famous creations of the popular French fashion house Hermes Birkin has been a subject of desire of all celebrity trendsetters, but for many people it is unattainable. The story of the luxury handbag begins with the name of the British fashion icon, singer and actress Jane Birkin after which it was named. During an airplane flight in 1984 Jane Birkin was sitting next to Dumas, the director of the fashion house Hermes. Birkin placed her straw bag in the overhead compartment of her seat, but the contents of her bag fell to the ground, leaving her to struggle with finding her belongings to put back in her bag.

Birkin explained to him that it was difficult to find a leather bag giving him an idea how it should look like. Shortly after that, the described bag arrived at her address with the message of Dumas.

Today, the 61-year-old, Jane Birkin admits that “The Birking” bag become more glorious than herself. The prices of “The Birking” bag growth as well as the demand for them.

The bags can be ordered in various sizes and colours. All The “Birking” bags are hand made respecting the specific regulations and using only the best quality leather, mostly the lizard skins, crocodiles, ostrich, buffalos, oxen, deer and goats. The metal parts of the purses are always made of gold, silver or other precious metals, a small padlocks and keys are coded and numerical. The “Birkin” bag is a confirmation of wealth and prestige and a symbol of the luxurious living. It is very popular among the celebrities. Three years ago one bag was sold for a whopping $ 64.800.

The Spanish fashion house Zara is a global giant with more than 1600 stores in over 70 countries worldwide. This brand was founded by Spanish tycoon Amancio Ortega in 1975. Their annual earnings are now measured in billions of Euros. Zara produces clothes and shoes, fashion accessories and cosmetics. The owners of this fashion house announced an online shop to be in function soon. Croatia has now 3 Zara fashion houses.

The British fashion house Burberry was founded in 1856. Burberry is known for its beige, red and black fabric design and expensive handbags. The company sells as well perfumes, sunglasses and watches. Burberry has currently over 70 shops worldwide. The brand is well-known and popular among British celebrities.

The L’Oréal Group is the world’s largest beauty and cosmetics company with the main office registered in Paris. Concentrating on hair colours, skin care, sun protection, make-up, perfumes and hair care, the company is active in the dermatological and pharmaceutical fields. L’Oréal currently markets over 500 brands and many thousands of individual products in all sectors of the beauty business: makeup and fragrances, hair colour and hair styling, body and skin care, cleansers. L’Oréal has five centers worldwide for research and development. L’Oréal’s famous advertising slogan is “Because I deserve it”.

FASHION MAGAZINES

Fashion magazines are usually published once a month and they follow fashion trends around the world, criticize fashion shows and advertise products related to the world of high fashion.

They have a big impact on the creation and expansion of fashion.

First fashion magazine was published around 1586 in Frankfurt.

The idea of leaflets with pictures appeared to show to one part of the world what was fashionable in another.

That were usually one sided flyers with black and white illustrations of dresses or shoes.

Later, fashion magazines had been pressed with included painted illustrations of dresses, hats, shoes, etc.

That was a way of presenting fashion before photography was invented.

With the development of color photography, fashion magazines have become more colorful and attractive. Every year, the creators and designers present their latest creations in fashion magazines. Topics in magazines range from high fashion to the latest make-up, perfumes and fashion bon-ton.

World fashion magazines are published in many countries in different languages.

This is a list of some fashion magazines aimed at female audiences:

Vogue

Cosmopolitan

Elle

Essence

Ettelaat-e Banuvan

Femina

Flare

Girlfriends magazine

Glamour

Harper’s Bazaar

In Touch Weekly

Jane

Life and Style

Their goal is to affect their readers to choose the latest styles. People and times change so quickly and fashion magazines are becoming increasingly important in today’s world of fashion.

Something about Vogue magazine:

Vogue magazine was launched in 1892 in the United States. It is considered as the most popular magazine in the world.

Vogue is widely published fashion and lifestyle magazine, it is published in 18 countries and one region.

Every month, announces theme of fashion, design and life.

It is famous as a presenter of high fashion and society, it provides reports of a very popular fashion brands such as Dior, Prada, Chanel, Gucci, and its latest trends, but it also provides reports of lifestyle, politics, family, etc.

It is so important to promote clothing in fashion magazines because fashion styles are continuously changing and consumers need to be informed.

Fashion trends change and globalization is responsible for their rapid spread worldwide.