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Mother Knows Best? Intergenerational Notions of Fashion and Identity

Abstract This paper presents research into intergenerational notions of fashion and identity. It uses examples drawn from the case study interviews with mother–daughter family groups and the participatory method of draw and write with the daughters to illustrate the influences on young girls' fashion choices in the key spaces of childhood: the home, school and community. The findings reveal that young girls both identify and disidentify with fashions and identities available to them. Their mothers play a key role in allowing and restricting certain outfits in certain spaces, with particular distinction being drawn between public and private space. This paper contributes to children's geographies by focusing on intergenerational relationships between mothers and their daughters in relation to theories of identity formation. In doing so this paper highlights how both intergenerational relationships and the girls' identities are mediated through fashion, consumption, peers and the home, school and community spaces.