Consumer society is usually the object of attacks within the social sciences — sometimes even vicious ones. In this text, a different vision of consumerism is presented. The authors, basing themselves on the concept of Gilles Lipovetsky, argue that consumer culture may be treated as a culture of freedom. They attempt to develop Lipovetsky’s thesis, which links consumerism with fashion. The text’s aim is thus to turn our attention to the subject of fashion as an important sociological category, particularly in connection with consumer society and freedom. The authors also strive to delineate the various possibilities that result from it, such as the idea that society based on fashion allows us to reformulate the classical opposition of tradition versus modernity.
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