How is the interplay of corporate and personal identities expressed sartorially in the framework of traditional business dress code?
The phrase «white collar» sends us directly to the world of suits and desktop professionals. However, in recent years, that world is noticeably changing its appearance, transforming from impersonal, sterile cubicles to more inviting and cozy spaces. While some fashion experts proclaim «the death of the dress code», traditional businesses still play by the rules. The aim of this Master’s thesis is to investigate style strategies that white-collar employees use to express themselves, and to explore the links between dress code and personal identity. How is the business dress code evolving within the trend of increasing individualization? Does it limit or rather create a framework for more elaborate and self-aware sartorial choices?