The Smarteez and Post-modern Identities: The Meaning of Style among the Youth in South Africa Smarteez

Marike Venter and Guillaume Johnson

Journal of Global Fashion Marketing, 2012, vol. 3, issue 3, 119-126

Abstract: Several studies have explored style among youth cultures, though the South African content has been ignored. The Smarteez is an emerging South African youth subculture that uses their style as a means for identity expression. This paper examines the Smarteez discourses on style in an attempt to better understand their style decisions. By means of an ethnographic study, the findings demonstrate that their relationship with style is consistent with post-modern consumer theories (Bennett, 1999; Kjeldgaard & Askegaard, 2006; Maffesoli, 1996; Wilska, 2002). The concept of style was organized into four overall thematic categories: style reflexivity, style switching, idealizing freedom and urbanized identities.

Date: 2012
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DOI: 10.1080/20932685.2012.10593114

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