#whatisfashion? Seneca and consumerism, from the patricians to today

Seneca

SHOPenauer’S CAMPAIGN LAUNCHED BY WAIT! CONTINUES AND MEETS THE ROMAN PHILOSOPHER

After Schopenhauer, Prometheus and Walter Benjamin is Seneca to tell his point of view on fashion. We go back over the centuries and arrive in Rome. Lucio Anneo Seneca (Corduba, 4 BC – Rome, 65 AD) is part of Stoicism, that is, the school of thinkers of a rational, pantheistic, and dogmatic imprint, with a strong ethical orientation and tendentially optimistic. However, its origins are Greek, in fact it was born around 300 BC. in Athens by Zenone of Cizio.

#whatisfashion? In reality, the thinker in question does not give a real definition. It can be said, in fact, that he does not take a direct position, since, evidently, he does not believe at all that those that we call trend in our age are so important to be discussed. And there is one of his many phrases to confirm it, albeit implicitly. Referring to the patricians – the elite class of the ancient Roman society – Seneca criticizes their «quibble about the position of a curl.» In essence, fashion is a real whim, according to the author of the Dialogues.

The essential whit shirt. Photo ©Peter Lindbergh from Vogue USA, August 1988.

#whatisfashion? CONSUMPTION OR …

No borders; people can travel freely; the same applies to the goods. So also clothes, shoes, and other items. This is globalization in a nutshell. Liberalism, which today is in a complex guise, much more dynamic than a few decades ago: years in which it is enough to have, for women for example, two skirts for the day, a good dress for Sunday, a pair of shirts, a pullover and a coat. Two shoes, a handbag and a hat. Few essential items. The rest is more. And in the 2000s this detail is increasingly important, also because of fast fashion companies.

Kate Moss for Burberry, 1999, a classic trench coat

«Fashion is meant to go out of fashion.» She says a certain Chanel in her day. Well, now it’s not like that anymore. In fact it is a real whim for most people. In general, it can certainly be said that Western society cares much more than in the past, rather than its appearance, its status. And by status, we mean the role to be maintained within the society. It is no coincidence that influencers have been defined as such. Their role is to influence people to buy items that they most likely don’t need. Here is consumerism at its climax.

As things stand, perhaps Seneca would write a real treatise on fashion. Because, for better or for worse, it is an industry that employs millions of people. It circulates a lot of money, so that the giants of the sector can afford to finance public works, the costs of which cannot be borne by the states. In Italy, it is good to remember, it is the second item of the budget.