Fashion and Everyday Life : Bloomsbury Academic : 9781847888266 : 1847888267 : 09 Feb 2017 : Taking cultural theorist Michel de Certeau's notion of 'the everyday' as a critical starting point, this book considers how fashion shapes and is shaped by everyday life. Looking historically for the imprint of fashion within everyday routines such as going to work or shopping, or in leisure activities like dancing, the book identifies the 'fashion system of the ordinary', in which clothing has a distinct role in the making of self and identity. Exploring the period from 1890 to 2010, the study is located in London and New York, cities that emerged as as socially, ethnically and culturally diverse, as well as increasingly fashionable. The book re-focuses fashion discourse away from well-trodden, power-laden dynamics, towards a re-evaluation of time, memory, and above all history, and their relationship to fashion and everyday life. The importance of place and space - and issues of gender, race