What does fashion mean? In contrast to clothing, which is functional and only changes gradually, fashion thrives on novelty and change. Fashion is often seen as a ‘value’ added to clothes to make them desirable to consumers. It is a contradiction: homogenizing, encouraging everyone to dress in the same way, but also it stands for individuality. Not merely about clothes, fashion is a vibrant form of visual and material culture that plays an important role in social and cultural life. It is a major economic force.