Postmodern Identity. Image, Fashion and New Technologies
Postmodern Identity. Image, Fashion and New Technologies

Summary/Abstract: The passage of modernism has brought about a new element in the construction of individual identity. The character of identity as social construct is underlined by the influence that fashion has in experimenting, changing and producing individual identity. The look and style of a person are part of the period’s fashion and refer to the possibility for individuals to use the products of the fashion industry just like any other consumption good that can be changed according to the dominant codes of society, either by copying them or by surpassing them. Our research follows the successive steps of identity construction in time, according to the social role, style and clothing of the individuals, with an emphasis on the new ways of influencing identity construction facilitated by the emergence of the fashion industry on the media market.

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