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Fashion and Neoliberalism: How Self-commodification Becomes Integral to the Entrepreneurial Ethical Fashion Designer

Vigdís Þóra Másdóttir


A student essay for the Special Student Issue of the Journal of Extreme Anthropology accompanying the art exhibition 'Artist's Waste, Wasted Artists', which opened in Vienna on the 19th of September 2017 and was curated by the students of social anthropology at the University of Vienna. This essay discusses the challenges faced by fashion designers within the contemporary neoliberal fashion and art market, in particular the neccessity to self-commodify and brand oneself if one wishes to succeed. The article builds also on interviews with the New York based fashion designer Arna Lísa.


ethical fashion, taste, value, self-commodification, branding, Arna Lísa

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