Fashion is an underestimated social force. It interplays consumer tastes, social habits and personal identity through creativity. Creativity in fashion can reflect the loss of a cultural identity and individuality in our current society. This can be illustrated in different
designs based on traditional patterns, in advertising and in fashion brands. Like our insisters, we feel strange when we do not experience a sense of belonging. This is why populations wore different clothes to emphasize their belonging to a tribe or a nation. For example, a
Kimono is most often associated with Japan; and the
Djellaba or
Caftan are associated with Morocco. However, in actual times there is the sense of the fashionable based on creativity. It is a creativity, which became
universal abolishing borders. For example, nowadys in Morocco nearly all people
wear a western style. Even the traditional clothes have been affected by the universal creativity. We can see that some Djellabas are now made of jean or with a military or Japanese look. So, through creativity in fashion societies try to cope with modern trends that tend to homogenize modern societies. But, at the same time they are loosing their unique designs that reflect the cultural identity. The mainly used method in advertising for fashion is the model. Fashion models can reflect the death of individuality and self-expression in the modern consumer society. The model herself is a good example. She is without individuality or unique vision. Her “unique” look has no truthfulness. It is the creation of a team: the designer, the make-up artist and even the photographer supplying the eye from which we see the model. That is an irony of fashion: while people are encouraged to find their own individuality by using the example of the model, the model herself is not an “individual” but a compleat construct. Marketers and branding experts have turned clothes from a simple product into an object with mystical powers. Their use of advertising and media has changed our fashion sense and our looks at how store design influences our tastes and what we buy. For example, sports wear like
ADIDAS and
NIKE have changed the image of their
brands from practical sports wear to hip fashion, attracting customers who do not even have an interest in sport. So, with brands fashion functions as how-to-guide consumer’s tastes and choices.
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