Fashionalism: Fashion and nationalism in time of crisis
Rebecca Stokes Draftfcb London
The use of fashion for nationalist purposes has been adopted for a number of causes throughout history.
For instance, during the 1920s Mahatma Gandhi called upon fellow Indian nationalists to stop wearing foreign-made garments in favour of those made from homespun cotton as an act of resistance to British colonial rule, making what people wore an indicator of their political alliances.
In one of the most difficult economic periods in decades, consumers again appear to be seeking comfort and empowerment by displaying their views through fashion.