Why Women Wear What They Wear (eBook)

On any given day nearly half the world's population is wearing blue jeans. This is entirely extraordinary. Yet there has never been a serious attempt to understand the causes, nature and consequences of denim as 'the' global garment of our world. This book takes up that challenge with gusto. It gives clear, if surprising, explanations for why this is the case, challenging the accepted history of jeans and showing why the reasons cannot be commercial. While discussing the consequences of denim at the global level, the book consists of some exemplary studies by anthropologists of what blue jeans mean in a variety of local situations. These range from the discussion of hip-hop jeans in Germany, denim and sex in Milan through to the connection between denim and recycling in the US. But through all these intensively researched ethnographies of local denim we build our understanding of the most curious of all features of blue jeans - the rise of global denim.

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Each morning we establish an image and an identity for ourselves through the simple act of getting dressed. Why Women Wear What They Wear presents an intimate ethnography of clothing choice. The book uses real women''s lives and clothing decisions - observed and discussed at the moment of getting dressed - to illustrate theories of clothing, the body and identity. Woodward pieces together what women actually think about clothing, dress and the body in a world where popular media and culture presents an increasingly extreme and distorted view of femininity and the ideal body. Immediately accessible to all those who have stood in front of a mirror and wondered ''does this make me look fat?'', ''is this skirt really me?'' or ''does this jacket match?'', Why Women Wear What They Wear provides students of anthropology and fashion with a fresh perspective on the social issues and constraints we are all consciously or unconsciously negotiating when we get dressed.