Maureen Molloy & Wendy Larner 
Fashioning Globalisation 
New Zealand Design, Working Women and the Cultural Economy

Drastic changes in the career aspirations of women in the developed
world have resulted in a new, globalised market for off-the-peg
designer clothes created by independent artisans. This book reports
on a phenomenon that seems to exemplify the twin imperatives
of globalisation and female emancipation.

* A major conceptual contribution to the literatures on
globalisation, fashion and gender, analysing the ways in which
women’s entry into the labour force over the past thirty
years in the developed world has underpinned new forms of
aestheticised production and consumption as well as the growth of
‚work-style‘ businesses

* A vital contribution to the burgeoning literature on culture
and creative industries which often ignores the significant roles
taken by women as entrepreneurs and designers rather than mere
consumers

* Introduces fashion scholars and economic geographers to a
paradigmatic example of the new designer fashion industries
emerging in a range of countries not traditionally associated with
fashion

* Takes a fresh perspective on an industry in which Third World
garment workers have been the subject of exhaustive analysis but
first world women have been largely ignored

Inhaltsverzeichnis

List of Figures and Credits ix

Preface xi

Series Editors‘ Preface xiv

Acknowledgements xv

1 What We Saw and Why We Started this Project 1

2 Global Aspirations: Theorising the New Zealand Designer Fashion Industry 19

3 Policy for a New Economy: ‚After Neoliberalism‘ and the Designer Fashion Industry 43
with Richard Le Heron and Nick Lewis

4 Cultivating Urbanity: Fashion in a Not-so-global City 69
with Alison Goodrum

5 Gendering the ‚Virtuous Circle‘: Production, Mediation and Consumption in the Cultural Economy 99

6 Creating Global Subjects: The Pedagogy of Fashionability 125

7 Lifestyle or Workstyle? Female Entrepreneurs in New Zealand Designer Fashion 153

8 Conclusion: An Unlikely Success Story? 179

Index 191

Über den Autor

Maureen Molloy is Professor of Women’s Studies at the
University of Auckland. Her work has focused on the relationships
between academic ideas, policy contexts, and popular culture. Her
most recent book is On Creating a Usable Culture: Margaret Mead
and the Origins of American Cosmopolitanism (2008).

Wendy Larner is Professor of Human Geography and
Sociology at the University of Bristol, UK. She is internationally
recognized for her innovative scholarship on globalization,
neoliberalism and governance, and has published in a wide range of
international journals, and edited books across the social
sciences. She is an Honorary Fellow of the Royal Society of
New Zealand and an Academician of the UK’s Academy of Social
Sciences.