Identity, production, consumption : a peek into the wardrobe of women

Abstract

Neoliberal modes of production and consumption are changing the way women use, reflect on, and live with their clothing. The fashion industry is over a trillion dollar a year business that has countless behind-the-scenes flaws that many of us are generally unaware of, exploitation of workers and stylistic obsolescence are among the few to mention. This study explores women’s voices in Nova Scotia to understand their thoughts and feelings around the clothing they wear through open-ended interviews and the use of clothing diaries. By analyzing women’s opinions and awareness of the effects of the neoliberal reconstructing of the North American clothing industry findings suggests that women are constantly pressured to update their clothing to remain current and avoid feeling alienated.