Image Source: Forever 21 Image Source: Forever 21
In my Adolescent Development class, the clothing chain Forever 21 was recently discussed. The discussion revolved around how Forever 21 tries to consistently keep up with what is the current perceived youth trend, and how quickly the store can put out an article of clothing or accessory that centres on a popular musical act or cultural hot topic, as exemplified by the pre cut Jimi Hendrix t-shirt and Unicorn makeup brushes above. In Chasing Youth Culture and Getting It Right, Tina Wells touches on this phenomena, labeling it as fast fashion which Wells defines as the “get it before it’s gone” (10) mentality. Wells exemplifies how Forever 21 executes their fast fashion structure: “you admire your friends dress, she tells you it’s from Forever 21, you go the following week, and it’s nowhere to be found.” (10) This suggestion that adolescents crave exclusivity in their fashion choices and are constantly seeking the newest and ahead of the curve trends is certainly not unique, however it does touch on the idea of adolescents beginning the self-discovery that will continue throughout their adult lives. Perhaps this desire to have the article of clothing or accessory that nobody else has stems from a deeper need to be unique and a self-defined individual which can begin in the early stages of adolescence. The journey of self-discovery is certainly not one that ends in adolescence, or at all; however, as more agency is given to adolescents, they express their self-discovery more freely which allows stores like Forever 21 to thrive on this fast fashion phenomena.
Works Cited
Wells, Tina. Chasing Youth Culture and Getting It Right: How Your Business Can Profit by Tapping Today’s Most Powerful Trendsetters and Taskmakers. John Wiley & Sons, Ltd. 2011.
Ramblings of a Baby Teacher 