Abstract
Abstract The paper aims to uncover the reasons why fashion appears in terms of collective selection in a movement towards individual style in the way people dress. Here, fashion is viewed in terms of collective fashion trends and personal style. Thus, it is the clothes, dressing habits, and garments that are observed in the research. The paper shows how the theory of symbolic interactionism can be used as an analytical tool to bring transparency to the movement from collective selection towards individual style in the fashion industry. This theoretical approach, which is connected to social interaction helps avoid the classical research trap of making statements through the study of cause and effect. The analysis is made based on examples of meanings created around the garment through an observation of the process from the initial meaning the person gives to as a symbol in social interaction, to the final stage when it becomes an individual style. There are four such phases that together create the final ...
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