The Myth of Street Style

Abstract

The phrase “street style” is present in multiple sites, ranging from magazines, exhibitions, blogs, academic texts, and in popular parlance; its association with quirky individuality is one that arises out of its own mythologized and popularized histories. This article aims to interrogate what the current myth of street style is and the relationship this has to the everyday practices of assemblage. It is based upon an ongoing mass fashion observation (MFO) of young people in Nottingham which, through photographs and interviews, aims to document what the various style groupings are, and how these change over time. By taking the approach of documenting street style as an everyday practice, this article makes a case for considering “street style” not solely in terms of the histories of street style, but also considering fashion magazines, clothing sold on the high street, localized style groupings, and how individuals assemble their own outfits. The article points to a shift in street style towards subtly differentiated style groupings which incorporate mainstream, high street fashions. In looking at how styles change over time, it also challenges the use of “fast fashion” in relation to the purchasing and wearing of clothing, as this conceals the complexities of practice.

KEYWORDS:

• street style
• mass observation
• everyday fashion
• high street
• fast fashion