The Research Of Jean Baudrillard's Fashion Theory In His Postmodern Consumer Society Context

Fashion as a social phenomenon and the zeitgeist has since ancient times, people's attention to the fashion also continued to grow, and gradually from the scattered narrative formed relatively independent and systematic fashion theory,presented the opinions in a varied busy scene. Jean Baudrillard had a profound and unique way of thinking and reading about fashion in his context of postmodern consumer society context. This is mainly reflected in, he not only saw the traditional fashion theory of fashion with the"signification",but also valuably used codes meaningless free "play" and "floating" to grasp the essence of fashion frequent changing characteristics and the resulting tenacious vitality more deeply; "fashion permeates everything" greatly expanded the fashion"encroachment" category on the basis of predecessors.Baudrillard argued that consumer society was a "hyperreal" society, which was under the control of systematic symbols. Consumption had alienated into symbolic consumption in the society of material abundance, fashion as a symbol of a"signification" modern form; however, with the occurrence of Baudrillard's postmodern turn, he believed that "simulation" and "implosion" happened continuously in the postmodern world, the content was hollowed out, all value had been digested, symbols"floating" freely; the cultural context was shrouded in the "fictitious", "imitative" or"simulated " real (i.e. "hyperreal" ) atmosphere. Fashion thus turned into the codes of simulation, that is, evolved to a postmodern fashion form of "Self-reference". It used the model generated in its own system as the only reference for reproduction, which had non-moral, non-disruptive and subversive. Moreover, whether the modern form of fashion referred to the "signification" or the postmodern form of fashion "Self-reference",they were involved in the ideological manipulation of human beings as a systematic symbols.Specifically, fashion theory as the expansion of Baudrillard's consumer society, it accounted for a small part in his writings (in the "symbolic exchange and death" for one chapter merely), showing a relatively fragmentary feature,But could not be underestimated the status in his theoretical system. First of all, this article combed and discussed the theoretical sources of Baudrillard's fashion theory, and simultaneously analyzed the social context of the theory; Secondly, with an overview of the change in the form of Baudrillard fashion (from "signification" to "Self-reference") as the beginning, via the fashion of the recycling logic, the fashioned body and sex , the fashion industry on daily life in three aspects of Baudrillard repeatedly highlighted fashion postmodern form to start a specific discussion, followed by a review of Baudrillard's fashion theory; finally, taking the four aspects of consumption, media, architecture and academia as an example, this paper gave practical consideration to Baudrillard's "fashion permeates everything", which showed the realistic enlightenment of Baudrillard's fashion theory.