Fashion Flows

This article argues that the process of communicating identity through sartorial means is driven by a certain degree of ambivalence. Fashioning identity is considered here as a general social mechanism in a world brought closer through digital media and increased global access to fashionable attire. The article will strive to be relevant across geographical, cultural, demographic, social, ethnic and gender divides. To allow for an understanding of the development in the relationship between fashion and identity, the article is framed through fashion history of especially Europe and North America but drawing on examples of global brand.