Fashion is the quintessential post-modernist consumer practice, or so many hold. In this contribution, I argue that, on the contrary, fashion should be understood as a means of communicating one’s commitment to modernist values. I introduce the framework of the Social Value Network, to relate such values to institutionalised consumption behaviour, allowing one to signal to others. Modernist values are not homogenous, and are in important ways contradictory, giving rise to the dynamics of fashion that can be observed.

consumption, fashion, identity, modernism, symbolic goods
Consumer Economics: Empirical Analysis (jel D12), Firm Objectives, Organization, and Behavior (jel L2), Business Administration and Business Economics; Marketing; Accounting (jel M), Business Administration: General (jel M10)
hdl.handle.net/1765/1330
ERIM Report Series Research in Management
Erasmus Research Institute of Management

Dolfsma, W.A. (2004). Paradoxes of Modernist Consumption – Reading Fashions (No. ERS-2004-035-ORG). ERIM Report Series Research in Management. Retrieved from http://hdl.handle.net/1765/1330