In virtually all the countries of the world, men, and to a lesser
extent women, are today dressed in very similar clothing. This book
gives a compelling account and analysis of the process by which
this has come about. At the same time it takes seriously those
places where, for whatever reason, this process has not occurred,
or has been reversed, and provides explanations for these
developments.
The first part of this story recounts how the cultural, political
and economic power of Europe and, from the later nineteenth century
North America, has provided an impetus for the adoption of whatever
was at that time standard Western dress. Set against this, Robert
Ross shows how the adoption of European style dress, or its
rejection, has always been a political act, performed most
frequently in order to claim equality with colonial masters, more
often a male option, or to stress distinction from them, which
women, perhaps under male duress, more frequently did.
The book takes a refreshing global perspective to its subject,
with all continents and many countries being discussed. It
investigates not merely the symbolic and message-bearing aspects of
clothing, but also practical matters of production and, equally
importantly, distribution.
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