Keywords
Consumer culture
Symbolism of fashion
Mass consciousness
Cultural values
Philosophy of culture
How to Cite
Abstract
This study aims to analyse fashion as a symbol of social hierarchy and its role in shaping the philosophy of consumption in mass culture. Methods. The article employs the case study method to explore fashion as a social mechanism for establishing status markers and symbolic boundaries between social groups. Simmel’s theory served as the foundation for understanding how fashion balances two opposing tendencies—imitation and differentiation—thereby maintaining social hierarchies through visual self-expression. Results. The analysis revealed that fashion is a tool for sustaining social hierarchies and serves as a means of social integration. A dynamic interaction between high fashion and street style was observed, illustrating how new styles initially gained elite status and disseminated among broader social groups, prompting the elite to seek new forms of expression. Conclusions. The study highlights the significance of fashion as an instrument of self-identification and integration within mass culture, enabling individuals to feel both unique and part of a social group. Fashion’s ability to reflect social changes and societal structures underscores its importance in the philosophy of consumption. The findings affirm fashion’s role as a mechanism for maintaining social order and integration and a tool for understanding contemporary transformations in consumer practices and social interactions.
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