How Fashion Became Fashionable

Up until this time, the idea of fashion and buying clothing because it was fashionable did not really exist amongst the ordinary public, it was only something which moved the wealthy upper echelons of society. But Bernays was about to change that. He was to introduce the idea that your choice of clothing had a great deal to do with expressing yourself as an individual and being an interesting person. And that you became powerful by fulfilling your(?) desires.

Many of the ideas and values that we have connected to ourselves and what we value have been “manufactured” by others and forced upon society through psychological manipulation. It is not really that we were unwilling to buy into these ideas, but as Bernays puts it, it was definitely the “engineering of consent”.