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From leader to follower: the meaning of style in a hype beast culture

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From leader to follower: the meaning of style in a hype beast culture

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QUOTES “This thesis provides insights into the postmodern streetwear culture with regards to the phenomenon of hype and the valuation of style in that sphere. In particular, it questions whether or not the underlying message [is] the result of the wearer’s own identity or [whether it is] the byproduct of hype initiated by brands.” “[After] uncovering the ulterior motives for the hype marketing strategies by brands, I provide the sociological reasonings behind the consumers decisions for following ‘drops’.” “A ‘drop’ is the spontaneous release of a new streetwear item but only in allegedly limited quantities [that lead] to a sort of mass hysteria.” “The hype rather attributes artificial value to an object which gets measured by its popularity on Social Media.” RESEARCH QUESTION What is the meaning of style in a hype beast culture? TABLE OF CONTENTS Abstract // CHAPTER 1: Rationale. – Aim. – Questions. – Methodology // CHAPTER 2: What does style in a postmodern subcultural context mean? - Definition of subcultural style in postmodernism. - Decoding and reading subcultural style. - Signifier and signified. – From signification to simulation. - Style as visual culture. - Sub conclusion // CHAPTER 3: Which stylistic and cultural influences lay within streetwear’s history? - Streetwear, what is it? - Long live the street. - Streetwear today. - Sub conclusion // CHAPTER 4: What are the dimensions of hype in relation to the style and the identity of the wearer? - Definition of hype. - Drop it like it’s hot. - Desire to belong. - From a “want” to a “need”. - Sub conclusion // CHAPTER 5: Conclusion: what is the meaning of style in a hypebeast culture? - Appearance and the self. - Hyperfragmentation of hype(r)beasts. - Sartorial pastiches. - Conclusion // Appendix. – Bibliography. - Table of figures ARTICLE The article, entitled ‘The New Law for Streetwear’s Citizens’, was written as intended for the readers of 032C, a contemporary culture magazine. It’s content is based on the findings of the research. It’s aim is to help streetwear brands to understand the relation between consumer of streetwear and the valuation of a garment influenced by hypes.

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OrganisatieHogeschool van Amsterdam
OpleidingAMFI - Amsterdam Fashion Institute
AfdelingMedia, Creatie en Informatie
Jaar2019
TypeBachelor
TaalEngels

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