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Fashionable Knowledge: Inside Gucci Uni

There’s been street style in abundance this year, and we’ve loved keeping our eyes peeled for all of our favourite looks in between the shows.

Street style has always existed but it has become a phenomenon of 20th century. The increase in the standardization of life after World War II may be linked to the appeal of “alternative” lifestyles for individuals in search of “identity”. Industrial production, particularly in the sphere of fashion, was not only the popularization of stylists’ tastes that move from high fashion, through pre`t-a`-porter, to the peripheries of the system.

These were also tastes that originated among economically disfavored, marginal groups, the whole range of metropolitan tribes, that are able to trigger new fashion production and diffusion processes.

The process of consumption is closely linked to the fashion phenomenon, to the process of establishing fashion and to branding, as well as, to fashion forecasting. Apparently, fashion can be researched by means of consumer patterns and integrated into the contemporary urban environment. Moreover, by setting consumer trends, fashion agents influence a city’s representation.

These trends can mark shopping areas and entertainment locations, or provide concrete city routes and scripts not merely oriented towards consumption but specifically towards ‘conscious’ consumption in keeping with fashion trends. From the interdisciplinary perspective of consumption and consumer practices, city tourism is connected to city branding, through which a city’s representation is aimed at attracting visitors and consumers.

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