Društveni fenomen slobode i (ženske) mode. (E)mancipacijska funkcija mode
Social phenomenon of freedom and (women’s) fashion. (E)mancipatory function of fashion

Summary/Abstract: The paper aims to describe, understand, and explain the social phenomena of freedom and (women’s) fashion, from the perspective of socio-philosophical and socio-psychological theories. The subject of the research is the inter-relation of social phenomena of freedom and fashion and their influence on the issue of gender positioning, that is, (dis)integration of women in society. The scientific explanation of the latter in society and in the world of art is provided by the re-actualisation of Georg Simel’s formalist sociological discourses on the integrating and differentiating functions of fashion for society and women individuals in contemporary circumstances. The scientific understanding is achieved by looking at the motives for participating in the consumption of fashion as culture and art. The effects of fashion industry and consumerism on women, as fashion consumers, are seen through the socio-psychological discourses of Carolyn Mair about the influence of fashion on women’s beauty and body image (Paul Schilder) or through exposure to fashion commercials and photographs, which affect (dis)formation of gender roles. The role of social media in the process of creating stereotypes and prejudices, that is, in stigmatization (Erving Goffman), and, hence, discrimination and objectification, of female fashion consumers and their bodily manifestations are critically observed. The methodological basis of the paper, in addition to general scientific methods, is the main interpretative approach of sociology.

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