Comfort, identity and fashion in the post-socialist city: Materialities, assemblages and context

• Published in: Journal of consumer culture 2015-11, Vol.15 (3), p.329-350
• Main Authors: Jayne, Mark, Ferenčuhová, Slavomíra
• Format: Article
• Language: English
• ISSN: 1469-5405; 1741-2900
• DOI: 10.1177/1469540513498613

This paper works at the intersection of three bodies of writing: theories relating to fashion, identity and the city; debate relating to urban materialities, assemblages and context; and cultural interventions advancing the study of post-socialism. Drawing on empirical research undertaken in Bratislava, Slovakia, we unpack a blurring of public and private space expressed through clothing. In contrast to elsewhere in the city, in Petržalka, a high-rise housing estate from the socialist period, widely depicted as anonymous and hostile since 1989, residents are renowned for wearing ‘comfortable’ clothes in order to ‘feel at home’ in public space. We describe the relationship between fashion, identity and comfort as an everyday ‘political’ response to state socialism and later the emergence of consumer capitalism. We argue, however, that by considering materialities, assemblages and context that studies of fashion and consumer culture can offer more complex political, economic, social, cultural and spatial analysis. To that end, we show how personal and collective consumption bound up with comfort and city life can be understood with reference to changing temporal and spatial imaginaries and experiences of claiming a material ‘right to the city’.