Dress and Globalization

by Margaret Maynard

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Dress and Globalization is the first work to survey dress around the world, drawing together issues of consumption, ethnicity, gender and the body, as well as anthropological accounts and studies of representation. It examines international western style dress, including jeans and business suits, headwear and hairdressing, ethnicity and so called ‘ethnic chic’, clothes for the tourist market, the politicization of traditional dress, ‘alternative’ dressing, and T-shirts as temporary markers of identity. It also considers dress and environmental issues, touching on adventure gear, the ‘green’ consumer, and the possible impact of ‘smart’ clothing. Dispelling the myth of universal ‘world’ attire, this book demonstrates that western-style clothing transcends geographical boundaries but along with other forms of dress, can form a montage of differing tastes, ethnic preferences, and national and local imperatives. By discussing the nature of globalization, this book shows that, if economics permit, all cultures are selective in their choice of what to wear.

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