Circuits of Fashion

How can we look at an everyday fashion object in different ways? Through fashion history and culture we can take an everyday fashion item such as the T-shirt or a a pair of trainers and consider it within a ‘circuit of fashion’. I have chosen the Nike Air Max 90 as an iconic trainer and explored it from design and manufacture to marketing and consumption. Not only did this enable me to consider the history of design and its development across a number of different countries but how design, promotion, retailing and hype can transform functional footwear to an object of social and cultural significance.