The power of fashion and the fashioning of power – analyzing a facet of the fashion industry that impacted on the American political scene in 2020

Abstract

We live in a world that is mostly shaped by imagery, making fashion a universal definer of power and status. While approaching the 2020 Presidential Election in the United States, the pandemic situation forced the fashion industry to rethink its strategies and responsibilities, underlining the industry’s potential to become a transforming agent in a politically polarized world. The topic was chosen as fashion has become more and more intertwined with politics, in this case, in North America, establishing power plays that translate into changes in the American popular culture and, by consequence of globalization, around the world. Specific brands and designers are increasingly invested in taking a stand towards political issues, often positioning themselves on either one of the two polar opposite sides. As the context is ever-changing, due to the evolution of the pandemic, as well as the global impact of the results of the election, we wonder in what ways does the materialization of fashion reflect the geopolitical issues on a global scale, given that the articulation of material and abstract ideas is flexible and gives many possibilities for interpretations and representations. Therefore, this study aims at examining the relevance of the fashion sector in the 2020 Presidential Election, while living a global pandemic. Furthermore, by relating it to relevant literature in order to add to the global discussion, we will ask: in which ways and to what extent is fashion a tool for social change, beyond the act of purchasing symbolic and stylish items?

Date of Award	1 Mar 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Luísa Leal de Faria (Supervisor)