The Politics of Fashion: The use and perception of political statements by fashion houses in relation to women’s rights and emancipation

Within this research it is shown that fashion should be considered as a meaningful concept that is an expression of ideas, desires or beliefs that circulate within the society (Wilson, 2013). In addition, politics and fashion are two fields that have an inseparable connection. The main goal of this research is to analyse this relation more profoundly, where the meaning of fashion is examined through the use and perception of political statements within the fashion industry. This research is placed in the political context of the presidential election process of Donald Trump within the United States. A specific political reaction that was striking in this period was linked to the feminist debates of women’s rights and emancipation. This resulted in visible political statements by different fashion houses that were subsequently perceived and given meaning by the fashion intermediaries. Through qualitative content analysis of fashion articles and qualitative interviewing of fashion editors, five fashion houses were examined on the use and perception of political statements. Through the analysis of Dior, Prabal Gurung, Prada, Versace and Missoni, it became clear that political statements could be used and perceived in different ways. From this research five relevant elements were developed that play an important role in the use and perception of political statements in fashion. Firstly there exists the difference between an obvious or intrinsic statement, secondly, the link between the statement and the entire collection, the third element is related to the extent to which the political statement is perceived as a seemingly logical next step for the fashion house, fourthly the existing of a trend mechanism regarding political statements and finally, the commercial element that is linked to the presented political statements in a collection. These elements contribute to the way in which fashion intermediaries perceive the statements and subsequently give meaning to them. From this research these elements prove to be of great relevance for a political statement in fashion to be perceived as sincere and meaningful.