Unveiling Fashion by Frédéric Godart

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For most people, fashion can daze and confuse. It is, however, a fascinating phenomenon that is key to how we define our identities, and it plays a central role in our lives. Proposing a comprehensive and accessible account of the global fashion industry, this book aims to present fashion in all its diversity and richness, to 'unveil' its mysterious mechanisms.

Drawing on six core principles from the industry, Frédéric Godart guides the reader through the economic, cultural and social arena of the world's most glamorous industry. First, in the everyday-life game of identity-building, where fashion is deployed, between the individual and society. Secondly, the convergence of trends reveals how social influence is played out; likewise, fashion as an art, and how this is characterized by a creative and aesthetic autonomy. Finally, to all these dimensions, contemporary fashion adds the figure of the 'creative genius,' and gives a prominent importance to brands.

Fashion is a rich symbolic world, and its 'empire' is spreading.

About Frédéric Godart

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FRÉDÉRIC GODART Assistant Professor of Organizational Behavior at INSEAD, in Fontainebleau, France. Prior to joining INSEAD as a full-time, tenure-track faculty, he spent two years there as a post-doctoral research and teaching fellow. He also regularly collaborates with the Institut Français de la Mode (French Fashion Institute) in Paris, France and the Institut du Marketing Horloger (Watchmaking Marketing Institute) in Neuchâtel, Switzerland.
Published March 27, 2012 by Palgrave Macmillan. 219 pages
Genres: Business & Economics, Arts & Photography, History. Non-fiction