THE POPULIST MODEL

Whilst engaging in research, I feel it is beneficial to understand the theories and principles behind fashion.

The Populist model is a theory I educated myself on which alternates from the typical ‘Fashion Systems’ Model whereby there is an interconnected network in a fashion chain who are responsible for the production, manufacturing, design, and marketing of garments. The ‘Fashion Systems’ Model encapsulates “designers work from the premise of one look, one image for all, with rules about hem lengths and what to wear with what” (RevellDeLong, 2022), ultimately having conformity at the core of its methodology. T his is a highly relatable theory to what fashion in society is like presently.

In comparison, the Populist Model differs since it is “characterised as polycentric, where groups based upon differences of age, socioeconomic status, location, and culture create their own fashion” (Revell-DeLong, 2022). The Punks are a fine example of the Populist model as they focus heavily on DIY features and have a no one size fits all mantra- reflective of their individualistic and expressive approaches to style.

American fashion anthropologist, Ted Polhemus, associates the punks as ‘styletribes’ since they construct their own looks and have a distinctive taste to fashion. Often, the punks of the 70’s derived from lower economic classes, thus saw freedom and comfort in like-minded individuals who shared the same frustrations of the ever-growing capitalist society. I will be utilising the Populist Model within my work developments as I want my project to reject the norms of fashion and its, now preliminary, focus of profit and expansion.