Veiling in Style : How Does a Stigmatized Practice Become Fashionable ?

  title={Veiling in Style : How Does a Stigmatized Practice Become Fashionable ?},
  author={{\"O}ZLEM SANDIKCI G{\"U}LIZ},
  • Published 2010
Although stigma is prevalent in everyday life, consumer researchers’ interest on the topic remains scant and focuses mostly on stigma management. We move beyond individual coping strategies and examine the processes of stigmatization and destigmatization. Through an ethnographic study of fashion consumption practices of urban Turkish covered women, we explore how veiling, a deviant practice stigmatized in the secular and urban mind-set, first became an attractive choice for some middle-class… CONTINUE READING
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