Abstract
Recently, fashion has become a target for political considerations and ‘strategic governmentalization’ in such countries as Denmark, Australia and New Zealand, among others. The Finnish government has also paid attention to fashion. This research uses the concept of ‘governmentality’ as a form of power with the purpose to understand how fashion is governed in a contemporary western society. Taking Finland as a site of fieldwork, this research shows how various governmental and non-governmental actors, aligned in fluid networks, produce policy for fashion, what rationalities lay behind their actions and what kind of dilemmas they have to address.
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