Fashioning Society: An Exploration of Collective Behaviour and Cultural Change Through Symbolic Interactionism

Abstract

The intersection of fashion, collective behaviour and the philosophical tradition of symbolic interactionism (SI) is explored through this article, highlighting how fashion serves as a key mechanism in social interaction and cultural change. Drawing from the intellectual tradition of SI, developed by Mead and Blumer, this study demonstrates how fashion facilitates collective adaptation and construction of meaning in a cultural landscape that is continually changing. Fashion is analysed not only as a vehicle for individual expression but as a significant social object that embodies symbols, signs and shared meanings. Through social interaction, these meanings are constructed, deconstructed, and continuously reshaped, influencing both personal identities and broader social structures. By analysing fashion’s role in collective selection and its potential for societal transformation, the findings of this article reveal fashion’s capacity to introduce new cultural models, challenge established norms, and guide upcoming social dynamics. These insights highlight how fashion holds a relevant influence in shaping cultural imaginaries, constructing collective meanings, and driving social change.