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consumption that ends at the point of purchase to the ways that clothing references are
transformed and made viable as they are inhabited by real women. Our accounts have
shown that as women use their clothes or decide whether they like themselves in
particular garments at particular points in time their clothing becomes invested with their
meaning. Whilst women may imagine owning clothes the key is that they imagine
themselves wearing them and the ways that they would look in the clothes. Understand-
ing both fashion and clothing cannot be separated from the ways in which they are
embodied by their wearers.
I sometimes think ‘Who do you think you are?’, but I love it. (Sheila—Personal
Account)
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