V.I.N.T.A.G.E. - Om kläder, kvinnor och kulturarv
SummaryThis master thesis in ethnology examines the practices around the phenomena of vintage andsecond-hand clothing in the early twenty-first century. The resurgence of vintage and retro confirmsa craze for the style periods of the past and are linked to a more widespread interest in yesterday'sfashion and objects. Television and other media outlets showcasing vintage display that it issomething that interests many in society today. More vintage dealers are pushing to change theoutlook and perspective on an old, worn in object or piece of clothing. The idea is that this objector piece of clothing holds the magic of the past and therefore becomes valuable or sought after. Thisthesis is about how different vintage dealers describe and define clothing in a way that creates anaura of style and beauty. They come from a perspective of gender and cultural heritage to bringthese second hand pieces to life again.The starting point for this thesis is understanding the relationship between the material and theconsumer. With analytical tools from Bruno Latour actor network theory, I work to identify theelements of vintage fashion and why it becomes meaningful to certain individuals. Focusing on howsocial aspects intertwine with the material, I examine how second hand clothing can be understoodas cultural heritage and how it?s perceived in this context. This thesis aim to broaden the readers?perspectives of how vintage clothing becomes relevant in today's society. Through ethnographicfieldwork and interviews with seven women aged 23-33 years, the women tell about their approach,ideas and values that are ascribed to the past and the material. All interviewees are residents of theGothenburg area and have not experienced first hand, the times when these garments and objectswere originally produced. Today, vintage is a big part of their lives and style. Five out of sevenwork with vintage on a daily basis. They explain how the past can be useful in the present throughcreativity, ideas and fantasies. When comparing the analysis of medial representations, the readerunderstands how my interviewee's work both with and against different agendas, inscriptionsbehind vintage fashion. My interviewees show how they create and re-create stories of the past sothat they become relevant today. Through the use of vintage and second-hand, individuals can linkthemselves with stories of their relatives and other men and women in history. Clothing from thepast can be understood as a part of their cultural heritage and can establish meetings betweengenerations. When focusing on the individual and their connections with the past and material, thereader understands how creativity, performance and individual conceptions are important factors inlinking the past with today.