By Harald Gründl, EOOS
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Additional resources for The Death of Fashion-The Passage Rite of Fashion in the Show Window
Sample text
Knowing this, we are aware of the power of the symbolic communication of rituals. Retailers are the agents of ritual mastery and the window dresser is their priest. But this seems to be a long-known fact. The window dresser has been described as the master of persuasion, especially during springtime when flora reawakens: “The season for the shopping mood is spring. When Nature renews itself, the seeds of desire begin to germinate in human beings as well. The decorator’s task is to give voice to such desires, to promote the growth of these seeds.
87 Wirth (2002:10). 88 Hughes-Freeland (1998:1). 89 Maybe this will change in the future. All we can do is wait and see how these sales robots will be programmed in a symbolic manner. The Death of Fashion 33 display can also be expressed very effectively without any real movement of the bodies because we are used to interpreting the symbolic meaning of the dressed body. 90 We will therefore take a look at the dress code in the seasonal sale window in order to find out what kind of symbolic communication is used to separate the dramatisation of the rite of passage from the everyday representation of up-to-date fashion items.
We can almost compare this dramatisation to a state of communitas, where all shops are temporarily in a state of equality and anti-structure. The nice individual window dressings are stopped for the time being and replaced by the aesthetics of commercial death. Profane is related to beautiful, and sacred to ugly. The store attains its truly sacred state during the sales. Other celebrations of consumer rites, like Christmas, employ condensed symbols to indicate their sacredness. These elaborate codes are used to indicate the hallowed time within the aesthetic economy of beauty.