The youth of today’s generation are growing up in a consumption culture and are taught that we will be satisfied if we purchase products to fill wants and desires. Television, magazines, movies and teen idols are used to push kids into fashion trends and tell them what to wear to be ‘cool’.
Fashion trends are a major contributing factor in stereotyping and discrimination amongst youths, but the reality is that fashion makes money. The idea of abolishing fashion all together would be ludicrous as it would have an immensely damaging effect on the economy.
Breaking this habit, that has been instilled in the minds of young people, seems to be the only viable solution. It will help to minimize the amount of discrimination that is caused by youths believing they ‘need’ to keep up with current fashion trends to be accepted by their peers and society. This may take a great deal of time but with universal commitment and effort this can be achieved.
Individuality is a characteristic that many people perceive as a flaw. Teens are often so desperate to blend into the crowd that they will wear whatever they need to just to fit in. If individuality was embraced and encouraged it would ease pressure on teens to transform themselves into the prototypes of the media.
Media influence on fashion is mainly profit-based and because the youth of today are brand loyal it is highly effective. An American research group found that the use of brand names is the second most effective advertising method when targeting teens. When kids wear a particular brand, they are endorsing it which assists in the popularity of their products. Brand names serve as status symbols and contribute to discrimination amongst teens.
The use of brand names can be used in a more positive light by incorporating messages of encouragement.
The popular New Zealand clothing company, Glassons, produced a range of shirts, for both women and men. Well known designers and celebrities such as P Money, Stacey...