Fashion has long been an aspect of culture through which people identify, and it serves as a marker for class, nationality, and various other social statuses. With the continued democratization of culture via the internet and its various outlets, such as social media, fashion culture and the divide between high couture and mass-produced clothing, as noted by Bourdieu, is becoming less distinct. In the context of Rabat, Morocco, this has partially played out in the consumption of knockoff goods by the youth, a part of a larger individuation process that includes a “westernization”of dress and a slow departure from “traditional” wear. To examine the motivations, other than economic, for purchasing knockoff couture and whether the authenticity of the good matters to the consumer, this study utilizes interviews and observation of consumers, promoters, shopkeepers of real and fake couture. The qualitative research finds evidence to support the idea that the imagery and myth touted on social media are highly influential in purchasing of fake goods. Though class distinctions between those who can afford authentic couture and those who sport knockoffs are still very much apparent, the identification with global trends allows consumers of fake luxury goods to take part in global trends playing out through the individuation and digitalization of Morocco, and specifically Rabat.
Fashion Design | Life Sciences | Other Arts and Humanities | Place and Environment
Nyberg, Peter, "Vrai: The Culture of Knockoff Goods in Morocco Their Social Value, Utility, and Context in Contemporary Rabat" (2017). Independent Study Project (ISP) Collection. 2672.