Beyond their practical purpose, clothes have always doubled as venues for self-expression, facilitating communication without the use of words.
In ancient times, garments reflected peoples’ social and economic standings or indicated their beliefs and allegiances. Today, fashion remains a powerful tool for stating one’s identity, preferences, and convictions. It gives designers the freedom to explore their creativity and bring new ideas to life and allows wearers to convey their personal values, interests, and passions through their outfits.
This makes the intersection of culture and fashion as natural as it is fascinating. The clothes, shoes, and accessories on the runways and in our wardrobes bear the influence of all the elements that dominate and shape our society, from entertainment and sports to politics and technology, providing a window into each era’s zeitgeist.
The correlation between pop culture and the evolution of fashion trends is stronger than ever nowadays, taking on a whole new dimension with the rise of fandom culture, which has exploded in recent years. If you take a peek into someone’s closet, it’s impossible not to find at least one item that provides a glimpse into the movies, bands, games, sports, or books they love. That’s the force of fandom into action in the fashion world, resulting in an ever-expanding range of media-inspired products that cater to all sorts of fans.
Fandom culture as a fashion trend
Being part of a fandom is something most people are familiar with, as many of us take joy and pride in supporting a certain person or subject, be it real or fictional. More than just a pastime, the films we watch or the music we listen to become an intrinsic part of our identity. Being part of these vibrant communities provides members with a sense of meaning and belonging, nurturing genuine connections between people with similar concerns while also creating a safe space for them to manifest their interests without the fear of being judged or misunderstood.
Being an enthusiastic admirer is not just about cheering your team from the stands, seeing your favorite artists live in concert, or going to film conventions and other events that bring one closer to the things they enjoy. These passions are also mirrored in fan’s fashion choices. Brands serve a wide range of promotional merchandise to quench fan’s thirst, giving them the opportunity to proclaim their adoration loud and clear. All these items capture the essence of the fandom culture and turn it into a real fashion trend that has become more prominent in recent years.
The beginnings
Using garments to display one’s affiliation to a certain fan base is certainly not a new phenomenon. If we look back in time, we can see that’s been going on for decades, ever since pop culture became a thing. However, this practice really started to take off in the ‘70s with the emergence of cosplay, which basically refers to people dressing up as characters from different works of fiction, be it books, video games, movies, or TV shows.
Back in the day, stores didn’t have entire collections of ready-made clothes for fans as they do now, and sporting “geeky” apparel for everyday wear was still somewhat frowned upon. The only occasion where buffs got to showcase their fandom attire was at special conventions. They would create costumes from scratch and wear them proudly at these events, immersing themselves in the fictional worlds they loved so much.
The first documented gathering of the kind was the 1st World Science Fiction Convention held from 2 to 4 July 1939 in New York City, way before the term cosplay was coined. Despite the controversies it aroused, the convention paved the path for similar events in the future, and the ‘70s and ‘80s saw an increased interest in these types of activities. This was a period of great innovation in fashion, with clothes becoming flashier and bolder and people becoming more comfortable wearing daring garments.
Although store options remained limited and societal norms were stricter, fans were ready to take their fashion statements onto the streets and began integrating fandom elements into their style. With geek culture being ridiculed, fandom fashion was also seen as an act of defiance and bravery.
Modern-day fandom fashion
Fast-forward to the present time, and the obstacles of past decades no longer pose an issue for fans who wish to show off their love and devotion through clothing. Not only is society more tolerant and open when it comes to people embracing unconventional styles, but brands have also taken note of this trend and actively participate in it, encouraging fan fashion through the mass production of branded merch.
With fandom fashion going from niche to mainstream, fans have a lot more options than basic T-shirts to include in their wardrobes and create entire collections inspired by the things they’re passionate about. These days, we have a large number of department and ready-to-wear stores featuring an endless variety of fandom items, from hoodies and caps to bags, bathing suits, PJs, accessories, and shoes, and people can’t seem to get enough of it. From Dinsey-themed items like the ones in the Lilo & Stitch range to cult movie-inspired merch or clothing collections featuring famous artists and bands, there’s something for every fan out there.
The advent of the internet and the rise of social media have certainly had a major contribution to the popularization of fandom fashion. These platforms have provided an ideal setting for fans to come together and engage in conversations centered around common topics. Moreover, every time they open a social media app, users’ feeds are flooded with all sorts of trends and aesthetics that take inspiration from celebrities’ styles or other popular media products. The ubiquity and accessibility of branded apparel in the online sphere are pushing fandom fashion into the mainstream and driving up demand among consumers.
Final thoughts
As an ever-evolving self-expression medium, fashion holds up a mirror to the times we live in. With pop culture and media being a notable influence in people’s lives nowadays, it’s only natural for the fashion world to echo these tendencies, leading to the proliferation of fandom apparel.
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