Annexure-10

Role of fashion in Historical, Cultural, and Social Changes.

Submitted by Name: Salma Wani

Enrolment number: 23DVET/48
Sector: Apparel & Made Ups Home Furnishing

In partial fulfillment of the requirements for the award of

Diploma in Vocational Education and Training

PSSCENTRALINSTITUTEOFVOCATIONALEDUCATION
(a constituent unit of NCERT, under Ministry of Education, Government of India)
Shyamla Hills, Bhopal–462002, Madhya

Pradesh, India

September 2024

1
2
 Acknowledgment
o I would like to express my sincere gratitude to these
entire individual for mentoring and supporting me in
completing this project.
o My Instructor Miss. Heena Ma’am for providing me
with valuable insight and direction.
o I am grateful to my trainees who contributed ideas and
perspectives that enriched the project.
o Thank you everyone for shaping this project and
enhancing me learning experience.

3
 Introduction
Background of Indian Apparel Industry.

o Apparel is one of the basic necessities of human

civilization along with food, water and shelter. At
present it is amongst the faster growing industry
segment and is also the second largest foreign
exchange earner of the country. The Apparel
industries make ready to wear clothing. The Apparel
accounts for 26% of all Indian exports. The Indian
Apparel market size is estimated around 165US dollar
in 2022 with domestic market constituting $125Bn and
exports contributing $40Bn. The Indian textile and
apparel market is projected to grow $350Bn by 2030.

4
 Purpose of Internship.
o The main purpose of internship is to provide practical,
hands on training for students to gain knowledge on
real world situation, industry insights. It develops
essential skills and build professional contacts. Interns
can learn about the day to day operations of specific
profession which help them progress in their carrier
goal

5
 Company Profile.
Modern Computers
o It is an training institute where young generation have
been trained with different skills like Information
technology, Sewing, Plumbing, and other Medical
courses the students have been trained and certified
(NSDC) this institution provide short term courses
under PMKY schemes every year 100 of students was
trained by this institute.
Faculty
1. Owner (Manager)
2. Instructor
3. Workers
4. Assistants
5. Technical Staff
6. Receptionist

6
 Objective of Internship & Report
o The main objective of internship provides a clear
job/project description for the work experience. I have
gained new experience from this place it helps me in
my carrier.

Internship Roles and Responsibilities

o Administrative Tasks:
o Design Making
o Fabric Knowledge
o Research
o Pattern Making and Garment Construction
Note: I was assigned as an intern to work on pattern
making and garment construction. I learned the
drafting of fabric in different component and to stitch
them to complete a garment.
On daily basis every intern have been assigned
different single task.
This Boutique has been well equipped with modern
tools like electronic sewing machines, embroidery
machines etc.

Project Work Undertaken

7
o I worked on the topic Fashion trends and their impact
on the society.
o This objective focuses on examining the various
factors that determine the evolution and trends within
the fashion landscape. These determinants may
include cultural shifts, economic influences,
technological advancements, and societal changes. By
comprehensively studying these determinants, my aim
to create a nuanced understanding of how and why
fashion trends emerge and evolve over time.

Learning Outcomes

8
 o As an intern I got new skills hand embroidery I learn
different embroidery designs and pattern making like
gowns sketch making etc.
o Understanding how stitches and seems works
together to constructs garments, it teaches me about
technical skills like sewing pattern making and
garments construction.
o This internship enhances my business skills like
finance and marketing.

Conclusion
The Art of dressing is a reflection on identity, social
9
dynamics, and the dark side of fashion. Dressing is not
merely a routine task; it is a form of art that allows
individuals to craft and communicate their identity to the
world. As philosopher Roland Barthes notes, fashion is the
transmission of one's impression, a visual language that
speaks volumes about personal style, cultural affiliations,
and social standing (Evans, M., 1989) [4]. The ebb and flow
of fashion trends are intrinsically linked to how society
interprets its culture.

References

10
1. Binet F, Coste-Manière I, Decombes C, Grasselli Y, Ouedermi D,
Ramchandani M. Fast fashion and sustainable consumption. Fast
fashion, fashion brands and sustainable consumption; c2019. p.
19-35.
2. Chon H. Sustainable practice: The future mode of temporality in
fashion. Fashion, Style & Popular Culture. 2021;8(4):377-385.
3. Esposito E. Is Modest Fashion Modest? ZoneModa Journal.
2020;10(1):115-119.
4. Evans M. Consumer behaviour towards fashion. European
Journal of marketing. 1989;23(7):7-16.
5. Kodzoman D. The psychology of clothing: Meaning of colors,
body image and gender expression in fashion. Textile & leather
review. 2019;2(2):90-103.

Role of fashion in Historical, Cultural,

and Social Changes.

11
Salma Wani

Abstract
The fashion industry plays a pivotal role in shaping individual
personalities, contributing significantly to the evolution of the
country's fashion landscape. Over the years, there has been a
notable specialization in the production of fashion products and
services, reflecting the industry's rapid growth and its
transformative impact on societal standards and values. This
paper explores contemporary research within the fashion design
industries, utilizing a range of analytical tools including Feature
Mind Maps and Activity Diagrams. The research encompasses
crucial areas, including consumer preferences, satisfaction levels,
and ongoing trends. By recognizing the intricate web of the
fashion industry and its subsidiaries, this study sheds light on
both the opportunities and challenges that define the dynamic
realm of fashion, as well as the intricacies of consumer behaviour.
Beyond merely meeting demand for goods and services, the paper
explores the shifting environment, emphasizing the industry's
adaptability and production dynamics. Effective communication
skills are essential for designers, who must act as mentors to their
clients. A designer's role goes beyond creativity; they are
expected to discern customers' tastes and comfort levels. Fashion,
being an integral part of everyday life, significantly boosts the
confidence of the wearer. Moreover, it is noteworthy that fashion
exhibits diverse expressions across countries, regions, and styles,
shaping and reflecting the cultural fabric of societies. The
transmission of fashion from one generation to another is a
testament to its enduring impact on societal norms and
preferences. In the global landscape of fashion, India occupies a
prominent position, contributing significantly to the rich tapestry
of the world of fashion. This paper encapsulates the multifaceted
dimensions of the fashion industry, acknowledging its role as a
catalyst for societal transformation and individual expression.

Keywords: fashion industry, social standards and values,

consumers preferences, satisfaction level, societal transformation
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Introduction
The impact of fashion on different societal classes is multifaceted,
with various forms of body adornment prevailing for reasons
ranging from protection against the environment and evil eyes to
decoration and beautification (Kodzoman, D., 2019) [5] While the
motivations for fashion may have evolved in the modern era, the
universality of Indian fashion remains, embraced by a majority
due to social, cultural, economic, and political influences that
shape how individuals present themselves. Fashion, being
cyclical, undergoes constant change, with trends evolving and
similar styles rarely enduring. Each person's choice of dressing
and comfort is unique, and even an ordinary individual can be
transformed through the use of different, fashionable attire.
Fashion serves as a medium of communication, allowing
individuals to express themselves in diverse ways. The impact of
fashion on consumers and society at large is extensive,
encompassing personal expression, increased purchase intention,
brand identity, consumer lifestyle, and product information.
Fashion choices vary due to numerous factors. Fashion is an
interconnected realm that includes style of dress, behavioural
patterns, and social trends. It possesses a virtuous and distinctive
nature, where social recognition and aesthetic fulfillment are
intricately linked in the tapestry of vibrant living. In the modern
society, fashion and lifestyle play pivotal roles, influencing human
behavior significantly. Clothes, in particular, have been
instrumental in shaping human conduct. The Western influence
on Indian society has led to a trend where young adolescents are
increasingly adopting Westernized styles, reflecting not only in
their clothing choices but also in their social behavior. An
individual's fashion style is dynamic, changing daily based on
their mindset and the context of the day.

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 Factors influencing current fashion trends

In recent years, the fashion industry has undergone a

transformative shift towards sustainability, driven by the growing
concern for environmental pollution. The use of sustainable
forest-based materials has emerged as a key strategy to mitigate
the adverse impact of traditional fashion practices on the
environment. Additionally, consumers are increasingly
recognizing their role in shaping a more sustainable future and
are adopting conscious practices in their apparel choices.

1. Fashion sustainability: Individuals play a crucial role in

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 supporting sustainability in the fashion industry. Consumers
are often influenced by the constant push to embrace the
latest trends, leading to excessive purchasing and
subsequent disposal of clothing. However, a significant shift
is occurring as consumers become more aware of the
environmental consequences of their choices. Through two
primary ways consumers can contribute to sustainable
fashion include opting for reusable garments and practicing
responsible purchasing. Manufacturers' Role in Sustainable
Fashion: The fashion industry, being a significant
contributor to environmental degradation, has a pivotal role
in steering towards sustainability. While some
manufacturers focus on profit driven strategies by
promoting frequent product releases to boost sales, others
are committed to reducing their environmental footprint.
Shift to Natural Materials and Alternative Fabric Dyeing
promotes eco-friendly practices in the industry. By
embracing reusable garments, making responsible
purchasing decisions, and supporting environmentally
conscious brands, consumers can contribute to a more
sustainable future. Simultaneously, manufacturers can play a
crucial role by shifting to natural materials, exploring
alternative dyeing methods, and prioritizing eco-friendly
practices. Through collaborative efforts, the fashion industry
can transform into a force for positive environmental
change, mitigating its impact on the planet and fostering a
more sustainable and responsible approach to fashion
consumption
2. Globalization
Globalization has significantly transformed the fashion
industry, leading to the rise of fast fashion and its
farreaching effects on both consumers and the environment.
Fast fashion refers to the rapid production and consumption
of inexpensive clothing, driven by globalized supply chains
and quick turnover of trends. The intersection of
globalization and fast fashion has revolutionized the
15
 accessibility of fashion products but has also given rise to
environmental and health concerns. The industry's current
practices, including the disposal of products and the use of
harmful chemicals, underscore the need for a more
sustainable and ethical approach to fashion production and
consumption. Balancing the desire for trendy and affordable
clothing with responsible and ecofriendly practices is crucial
to mitigating the negative impacts of the fashion industry on
both people and the planet.

Role of fashion in reflecting and challenging societal norms

Evolution of fashion and gender roles, touching upon various

historical periods:
1. Indus valley civilization
 People wore similar clothing, with both men and women
donning a kachha style draped from the waist to the
ankles.
 Women used accessories like necklaces, bracelets, and
waistbands made of metals based on social class.
2. Vedic period
 Mythological fashion differed from the Vedic period.
 Gender roles were less defined in terms of clothing.
3. Transition over centuries
 Cultural uncertainties surrounding femininity and
masculinity emerged in the last centuries.
 Fashion served as a means of escape from traditional
gender roles.
4. Gendered fashion in the 20th century
 Gender-specific clothing became more pronounced in the
20th century.

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  Women's fashion included body-revealing dresses, short
skirts, frocks, heavy eye makeup, and dark lipstick, while
men's fashion comprised full-covered attire like trousers,
full-sleeve shirts, shorts, polo shirts, and t-shirts.
 Accessories were limited for men, and flip-flop sandals
became popular.
5. Evolution of gender roles
 Over time, women gained independence in choosing their
clothing and style.
 Gradual participation of women in all spheres of society
contributed to this change.

6.

Modern scenario
 In the modern era, gender discrimination in fashion is
less marked.
 People are freer to express their individual style
regardless of gender norms.

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This historical progression illustrates the dynamic relationship
between fashion, societal norms, and gender roles, showing
how they have evolved over time. The transition from gender-
specific clothing to a more inclusive and diverse approach in
modern times reflects changing perspectives on gender
identity and expression.

Objective of the study

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 The aim of the study is to review delves into the complex
interplay between fashion and society, focusing on
understanding the reasons behind clothing choices, exploring
the determinants of fashion, assessing the role of the fashion
industry on its clientele, identifying style concepts and their
influence, and analyzing the broader impact of fashion on
society.
Objective 1
The first objective of this literature review is to unravel the
underlying motivations that drive individuals to choose
particular garments. This involves delving into the
psychological, cultural, and personal factors that influence an
individual's clothing choices. By understanding these reasons,
my aim to gain insight into the deeper meanings and functions
that clothing serves within society.
Objective 2
This objective focuses on examining the various factors that
determine the evolution and trends within the fashion
landscape. These determinants may include cultural shifts,
economic influences, technological advancements, and societal
changes. By comprehensively studying these determinants, my
aim to create a nuanced understanding of how and why
fashion trends emerge and evolve over time.
Objective 3
The third objective concentrates on evaluating the impact of
the fashion industry on consumers. This involves analyzing the
strategies employed by the fashion industry to influence
consumer behaviour, exploring the role of advertising and
marketing, and investigating the relationship between fashion
brands and their clientele. Understanding this dynamic is
crucial for grasping the symbiotic relationship between the
fashion industry and consumers.
Objective 4

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This objective seeks to identify and analyze various style
concepts that permeate the world of fashion. From classic to
avant-garde, different styles carry unique connotations and
influences. By examining these style concepts, we aim to
uncover the cultural, historical, and psychological aspects that
contribute to the popularity and impact of specific styles on
individuals and society at large.
Objective 5
The final objective is to conduct a comprehensive analysis of
the broader impact of fashion on society. This includes
exploring how fashion influences social norms, shape identity,
and contributes to the construction of societal narratives. By
examining the societal implications of fashion, my aim to
provide a holistic understanding of the role this cultural
phenomenon plays in shaping our collective consciousness.
this literature review aims to contribute to the existing body of
knowledge by providing a nuanced exploration of the impact of
fashion on society. By addressing the outlined objectives, I
seek to shed light on the intricate relationship between fashion
and the multifaceted aspects of human existence, from
individual choices to societal structures. Through this
comprehensive analysis, we aspire to deepen our
understanding of the role fashion plays in shaping and
reflecting the ever-evolving dynamics of contemporary society.
Research methodology
The purpose of this study was to conduct a comprehensive
literature review on consumer in-store behaviour to get
diverse and comprehensive understanding of the topic. To
achieve this, a systematic and thorough search was conducted
across various databases, including Google Scholar, Academia,
and Cross Reference. These databases were chosen for their
extensive coverage of scholarly articles, theses, and conference
proceedings. Additionally, the search extended beyond
traditional databases to include books and internet resources.
This broader approach was adopted to capture insights from
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various perspectives and ensure a holistic review of consumer
behaviour.
To focus the literature review and establish criteria for
inclusion, a set of guidelines were defined. These criteria
helped determine which articles, theses, and conference
proceedings would be included in the study, ensuring
relevance and consistency in the selected materials.
Furthermore, the study adopted an exploratory approach to
uncover areas that have not been extensively researched. This
involved a deliberate effort to seek out gaps in the existing
literature, with the ultimate goal of contributing new insights
to the field.
In summary, the four-step process involved keyword-based
searches across multiple databases, setting inclusion criteria,
filtering and screening of materials, and synthesizing the
collected literature to build a comprehensive understanding of
consumer in-store behaviour while actively seeking to explore
and address research gaps.

Scholarly review of research literature

I have gleaned the following insights from comprehensive
literature review:
1. Contemporary fashion
Fashion is a dynamic and rapidly evolving phenomenon,
characterized by its cyclical nature. Trends that once reach
their peak and fade away inevitably resurface after a certain
period, showcasing the perpetual cycle of styles and
influences in the ever-changing world of fashion.
Fashion is a broad and ever-evolving concept that
encompasses not only clothing but also various accessories
that play a crucial role in defining personal style and
enhancing overall looks (Shetty, K. J., & Kotian, S) [9] .
Different accessories contribute to the ever-changing
21
 landscape of fashion.

a. Jewellery:
From statement necklaces to minimalist earrings, the
world of jewellery is diverse and adapts to changing
fashion trends. Materials, designs, and styles can vary
greatly, influenced by cultural shifts and the overall
aesthetic preferences of the time.
b. Handbags:
Handbags serve both functional and aesthetic purposes.
The size, shape, and style of handbags can shift with
fashion trends. For example, oversized totes, crossbody
bags, or vintage-inspired designs may become popular in
different seasons.
c. Footwear:
Shoes are a crucial aspect of an outfit and can drastically
change its overall vibe. Sneakers, heels, boots, and flats all
have their moments in fashion, and trends in footwear
often reflect broader shifts in style and lifestyle
preferences.
d. Makeup:
Makeup trends change regularly, influenced by both
fashion and beauty standards. From bold, dramatic looks
to natural and minimalistic styles, makeup trends often
follow or complement the overall fashion aesthetic.

The interconnected nature of these elements allows individuals to

express their creativity and adapt their style to the current
cultural and fashion climate. Fashion designers, influencers, and
brands play a significant role in shaping these trends, influencing
consumer choices and preferences.
Cyclical nature of fashion means that certain styles and
22
accessories often make comebacks, either in their original form or
with a modern twist. This constant evolution keeps the world of
fashion exciting and provides endless opportunities for self-
expression.

2. Fashion image: a powerful means to convey the essence of

clothing, trends, and personal aesthetics
The fashion choices individuals make serve as a powerful
form of self-expression, providing a window into their
unique personalities, preferences, and lifestyles. Clothing is
not merely a functional necessity but a canvas through
which individuals paint their identities, reflecting their
tastes, values, and cultural influences. (Shende, B. R., 2017)
[8] . Each person's style is a distinctive amalgamation of
their preferences, influenced by factors such as personal
aesthetics, cultural background, and societal trends
(Saravanan, D., & Nithyaprakash, V., 2016) [7]. The colours,
patterns, and silhouettes chosen convey messages about the
wearer's mood, confidence, and even their level of
creativity. For instance, someone who gravitates towards
vibrant colours and bold patterns may be perceived as
outgoing and adventurous, while a person who prefers
neutral tones might be seen as more reserved and classic in
their taste.
Likewise, fashion choices speak volumes about an
individual's likes and dislikes. Whether someone opts for
casual, sporty, formal, or eclectic attire, their clothing
selections reflect the activities they enjoy, the environments
they navigate, and the image they wish to project. A person
who frequently chooses athletic wear might be passionate
about fitness or sports, while someone who favours vintage
fashion may have an appreciation for nostalgia and history.
The impact of fashion choices extends beyond personal
expression, reaching into the realm of consumer behaviour.
Understanding one's style preferences can significantly

23
 influence their purchase intentions. Brands that align with
an individual's fashion sensibilities are more likely to
capture their attention and loyalty. This alignment goes
beyond the product itself; it encompasses the brand's
values, ethos, and overall aesthetic. A person whose style is
characterized by sustainability and ethical fashion, for
example, is more likely to be drawn to brands that prioritize
these principles.
Additionally, the psychology of clothing suggests that what
we wear can affect our mood and confidence levels.
Choosing outfits that resonate with one's style can
contribute to a positive self-image, influencing the way
individuals perceive themselves and how others perceive
them. This boost in confidence can further impact
purchasing decisions, as individuals may be more inclined to
invest in clothing that makes them feel good about
themselves.
3. Outcome on society
Fashion exerts a powerful influence on society, shaping and
reflecting its beliefs. Several factors contribute to the impact
of fashion on society, with ethical beliefs, cultural values,
and demographic factors playing crucial roles (Chon, H.,
2021) [2] .
Ethical beliefs are a significant determinant, influencing how
individuals perceive and engage with fashion. Consumers
increasingly seek ethically produced and sustainable
fashion, aligning their choices with values such as
environmental consciousness and fair labour practices.
Cultural values also play a pivotal role in shaping fashion
trends. Styles often draw inspiration from cultural symbols,
traditions, and historical influences. As a result, fashion
becomes a means of expressing identity and heritage,
reflecting the diverse tapestry of societies.
Demographic factors, including age, gender, and
24
 socioeconomic status, further contribute to the impact of
fashion. Different demographic groups may embrace
distinct styles, reflecting their unique perspectives and
lifestyles. Fashion serves as a tool for self-expression,
allowing individuals to communicate their identity within
the context of societal norms and expectations.

4. The impact of fast fashion on globalization and human

behaviour
Fast fashion, characterized by its rapid production of
inexpensive clothing to keep up with ever-changing trends,
has become a dominant force in the globalized world. This
phenomenon has far-reaching consequences, not only
influencing the way people dress but also shaping human
behaviours and impacting labourers, the environment, and
society on a global scale.
Globalization and the Fast Fashion Industry:
The fast fashion industry is intricately linked to the process
of globalization (Esposito, E., 2020) [3] With the rise of
global supply chains and the ease of international trade,
fashion trends quickly transcend borders. (Zekri, H. B.,
2021) [10] Brands source materials from various countries,
manufacturing is outsourced to regions with lower
production costs, and the final products are distributed
globally. This interconnectedness has accelerated the pace
of fashion cycles, contributing to the "fast" in fast fashion.

5. Impact on labourers
One of the most notable consequences of fast fashion is its
impact on the workforce. To meet the high demand for
lowcost clothing, manufacturers often resort to low-wage
labour in developing countries. This leads to poor working
conditions, long hours, and minimal job security for garment
25
 workers. The pursuit of profit in the fast fashion industry
sometimes comes at the expense of the well-being of those
involved in the production process.
6. Environmental consequences :
The fast fashion model encourages the production of
disposable clothing, contributing to significant
environmental degradation. From resource-intensive fabric
production to the disposal of garments in landfills, the
environmental footprint of fast fashion is substantial. The
use of cheap and often non-biodegradable materials
exacerbates these concerns, contributing to pollution and
resource depletion.
7. Consumer behavior and society at large:
The fast fashion industry heavily relies on consumer
demand for the latest trends at affordable prices. These
dynamic influences individual buying habits, with
consumers often discarding clothing after only a few uses.
This cycle of constant consumption contributes to a culture
of overconsumption, impacting not only the economy but
also societal values and priorities.
8. Embracing Sustainability:
Addressing environmental hazards in the fashion industry
The fashion industry, long celebrated for its creativity and
innovation, is increasingly under scrutiny due to the
environmental hazards it poses. From the excessive use of
natural resources to the generation of enormous amounts of
waste, the negative impacts of fast fashion have become
impossible to ignore. In response to these concerns, there is
a growing recognition of the urgent need to develop a
sustainability model in the fashion business. This shift is not
only reshaping industry practices but is also reflective of
changing consumer preferences, as individuals now
prioritize sustainable fashion goods more than ever (Binet,

26
 F., Coste-Manière, I., Decombes, C., Grasselli, Y., Ouedermi,
D., & Ramchandani, M., 2019) [1]

9. Environmental hazards in fashion

The fashion industry has historically been associated with
environmental degradation. Some of the major hazards
include:

a. Excessive Resource Consumption:

The production of clothing requires vast amounts of
water, energy, and raw materials, contributing to
deforestation, water scarcity, and increased carbon
emissions.
b. Waste Generation:
Fast fashion's rapid production cycles contribute to the
creation of immense textile waste. The disposal of
clothing in landfills exacerbates environmental pollution
and poses long-term ecological threats.
c. Chemical Pollution:
The use of hazardous chemicals in textile production and
dyeing processes leads to water pollution, harming
aquatic ecosystems and endangering human health.
d. Carbon Footprint:
Transportation of goods across the globe, a common
practice in the fashion industry, results in a significant
carbon footprint, contributing to climate change.

10. The Call for Sustainability

In response to these environmental hazards, the fashion
industry is experiencing a paradigm shift towards

27
 sustainability (Landgren, T. M., & Pasricha, A., 2011) [6] .
Fashion brands are now reevaluating their supply chains,
production processes, and material choices to minimize
their ecological impact. The call for sustainability extends
beyond corporate responsibility, as consumers increasingly
demand transparency and ethical practices from the brands
they support

The Role of Technology and Innovation

Advancements in technology play a crucial role in the

development of sustainable practices within the fashion industry.
From recycled materials and sustainable fabrics to innovative
production techniques, technology is enabling the creation of
environmentally friendly fashion options without compromising
on style and quality.

Conclusion

The Art of dressing is a reflection on identity, social dynamics,

and the dark side of fashion. Dressing is not merely a routine task;
28
it is a form of art that allows individuals to craft and communicate
their identity to the world. As philosopher Roland Barthes notes,
fashion is the transmission of one's impression, a visual language
that speaks volumes about personal style, cultural affiliations, and
social standing (Evans, M., 1989) [4]. The ebb and flow of fashion
trends are intrinsically linked to how society interprets its
culture.

The everyday choices we make in our attire project a basic image

of how we perceive ourselves and how we wish to be perceived
by others. However, the impact of fashion extends beyond the
aesthetic realm, often delving into the psychological terrain of
individuals, especially the youth.

Negative effects of fashion on the youth are palpable. The

constant comparison with peers can cultivate feelings of
inferiority. The desire to prove one's worth through fashionable
clothing and accessories can lead to unhealthy competition,
fostering an environment where material possessions become a
measure of personal value. Economic disparities exacerbate this
issue, as those unable to afford branded items may experience
guilt, resulting in lower selfesteem and confidence.

In a world where fashion is increasingly accessible to all, the

dichotomy between high fashion and street fashion emerges. The
way individuals present themselves through clothing serves as a
potent non-verbal communication tool, reflecting societal
determinants such as culture, economy, and social phenomena.

In conclusion, while the art of dressing allows for creative

expression and communication of identity, the negative impacts
of fashion on the youth are undeniable. The fine line between self-
expression and unhealthy competition must be acknowledged,
fostering a culture that encourages moderation and prioritizes
holistic well-being over materialistic pursuits. Fashion, when
approached mindfully, can be a powerful tool for self-discovery
and expression, contributing positively to individual and societal
29
dynamics.

References
1. Binet F, Coste-Manière I, Decombes C, Grasselli Y, Ouedermi D,
Ramchandani M. Fast fashion and sustainable consumption. Fast
fashion, fashion brands and sustainable consumption; c2019. p.
30
19-35.
2. Chon H. Sustainable practice: The future mode of temporality in
fashion. Fashion, Style & Popular Culture. 2021;8(4):377-385.
3. Esposito E. Is Modest Fashion Modest? ZoneModa Journal.
2020;10(1):115-119.
4. Evans M. Consumer behaviour towards fashion. European
Journal of marketing. 1989;23(7):7-16.
5. Kodzoman D. The psychology of clothing: Meaning of colors,
body image and gender expression in fashion. Textile & leather
review. 2019;2(2):90-103.
6. Landgren TM, Pasricha A. Transforming the fashion and apparel
curriculum to incorporate sustainability. International Journal of
Fashion Design, Technology and Education. 2011;4(3):187-196.
7. Saravanan D, Nithyaprakash V. Fashion trends and its impact
on society. In International Conference on Apparels and Fashion,
Tamil Nadu, India. 2016 April;30. Retrieved.
8. Shende BR. Fashion trends and its impact on society: A case
study on apparel trends of Indian society. Int. J Res. Biosci. Agric.
Technol. IJBAT. 2017;3:58-63.
9. Shetty KJ, Kotian S. Fashion and its impact on Indian society–a
synthesis of literature review and research agenda.
10. Zekri HB. Globalization and the Fast Fashion Phenomenon:
The Impact upon Labors, Environment and the Consumer
Behavior. MAS Journal of Applied Sciences. 2021;6(3):651-660.

31