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The Political Potential of Glamour: The Example of Underwear

In: Fashion Communication in the Digital Age

Author

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  • Fabiola Adamo

    (Università degli Studi di Napoli “L’Orientale”)

Abstract

This research project aims to investigate the symbolic and cultural meanings behind an underwear targeted to women in order to analyze the glamorous elements of a garment which is often presented in scenarios that allude to sexuality and transgression. The focus is on the underwear production of the last ten years, as the fashion world has lately been hit by discussions around the need to make fashion accessible for non-normative bodies. Now that fashion is called to play a role in terms of inclusivity on the symbolic as well as on the material level, the question behind this research is: what kind of relationship can be found between an inclusive underwear and glamour? The first part of this research will provide a complex definition of glamour, an ambiguous phenomenon that can either be conservative or subversive. The study will then proceed with an analysis on the relationship between glamour and underwear in the case of the two mainstream lingerie brands Victoria’s Secret and Calvin Klein. Finally, such relationship will be then investigated in the realm of a newborn inclusive lingerie brand named Chitè through an in situ ethnographic investigation.

Suggested Citation

  • Fabiola Adamo, 2023. "The Political Potential of Glamour: The Example of Underwear," Springer Proceedings in Business and Economics, in: Nadzeya Sabatini & Teresa Sádaba & Alessandro Tosi & Veronica Neri & Lorenzo Cantoni (ed.), Fashion Communication in the Digital Age, pages 218-223, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-38541-4_20
    DOI: 10.1007/978-3-031-38541-4_20
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