Fashion, the Self and the Free Spirits

Abstract

Fashion serves as a reflection of cultural values and ambiance in society. This research examines the interactive relationship between fashion and culture, focusing on the influential role of luxury brands in shaping consumer identity and personality. Using Yves Saint Laurent as an example, this paper discusses how fashion serves as a reflection of cultural values and played a significant role in influencing consumers self-concepts and defining their self-identity by acting as a carrier and transfer of meaning. The paper introduced the historical background of women suit to prove that Yves Saint Laurent has always been at the forefront of advocating for womens rights and promoting the beauty of women in all their diversity.The study also highlights the significance of brand characteristics in explaining consumers consumption attitudes, concluded that consumption of a specific brand aligns with an individuals characteristics or creates a strong emotional connection, and consumers are inclined to develop a robust attachment to the brand.