The shifting focus: culture, fashion and identity

This paper gives an overview of the shifting contexts for fashion design and fashion communication and retail in the UK over the past 10 years, particularly exploring the role of the fashion designer in relation to this. It discusses the impact of social, political and cultural change on the fashion industry and raises questions about how fashion could develop in a Global and local context. It suggests that the identity of designers is in a particular state of flux, highlighting a need for extended context responsive and flexible approaches within fashion.