Muses about everything from MECM20003 to hipster glasses and hot chocolate

Fashion classics: it’s all about the money, money, money…

I’m sure you’ve heard of the term fashion classics. I’m sure you have one of these in your wardrobe: a trench coat, the little black dress, classic boyfriend shirt, and not forgetting, the Chanel 2.55 or the Chanel suit?

The term ‘classic’ implies something that has endured through fashion cycles and fads. It connotes products of high quality or status, or something that is widely acceptable and serves as a standard or model for other products.
Really, classic is only a better word for ‘safe’. To make a widely recognizable, well-known and widely available product marketable for consumers, advertising has to ensure that such products appeal to consumers despite its ubiquity and proliferance.

A fitted white shirt, for example, can be worn in a variety of situations, be it in casual to formal occasions. It can be bought anywhere, and probably can be found in a wide range of prices. However, to ensure that such pieces remain ‘in fashion’ for years, and fashion producers continue to reap the profits from these products, the fitted white shirt often shines as a paragon of enduring taste amidst ephemeral fashion fads. It remains a classic for dinner functions, lunch dates, office-wear, or can be dressed down casually.

Naturally, I assume determining a fashion classic as such would be contingent upon public favor. If the fashion critics decried fitted white shirts, who are the fashion producers to argue otherwise?

Really, at the risk of being overly simplistic, it all boils down to one thing: money. Fashion producers circulate and promote the myth of fashion classics, of fashion that endures through all the fads and trends. Fashion consumers rely on the myth of classics in fashion, comfortable in the knowledge that certain styles endure and are socially acceptable (and, even, right) in certain situations.

In six words (and a meme):


One comment on “Fashion classics: it’s all about the money, money, money…

  1. awajcman
    September 17, 2012

    It’s interesting how, despite how trends change every “season”, brands still manage to reap the profits from consumers from these fashion classics. It is a major advantage that they never go out of style or fashion and that slight variations can be the difference between wearing out your old “classic” and buying a new one- something that is practically the exact same piece of clothing.

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This entry was posted on September 4, 2012 by .


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