We have spent some time in class looking at how different items of clothing act as social signifiers - especially focusing on the range of ways that the hoodie has been decoded in society, including how it can be used and decoded as a barrier. (For more on this, read http://spacecollective.org/acervus/4656/Hooded-Culture.) Another case-study you might be interested in researching is the Burberry brand and how its meanings have been socially constructed and changed. Reading this article will get you started:
http://www.thefreelibrary.com/The+Chav+backlash%3B+Burberry+pays+the+price+for+its+tainted+image.-a0127022129
Can you think of any other items of clothing or brands whose connotations have been redefined over time?
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