An Assessment of the Resurgence of Historical and Classical fashion due to the economical use of language in South Africa

Abstract

The common trend of fashion is that it comes and goes as history changes and human development advances. However, as humans develop and are supposed to be progressing, sometimes in terms of fashion they also retrogress. The assumption is that language used by advertisers and designers influences people to revisit history. The purpose of this study was to argue that the work of art never expires as it gets repackaged, remodelled and modified over the ages. Some works and designs of art used in a particular period of history may have become obsolete, but the use of a language in a future epoch may bring them back to popularity. In this conceptual qualitative study, literature from both online and offline was used in making the case that art develops with the use of language than perishing. Within this desktop conceptual study, it was found that the language of advertisement is crucial in portraying fashion because language use can revive fashion. The power of language creates a hunt and frenzy to wear clothes of the 1500s calling them ‘vintage’. Using an analytic theoretic framework, this paper investigated the linguistic power and its influence on different epochs. This study specifically argued for the necessary merger between art and linguistics as that would be beneficial in creating classical fashion trends. The recommendation thereof was that teachers of art must work together with language specialists and incorporate both value and language in advertisements. This study posits that language has much power to influence the economy, culture, fashion, and even lifestyle of many people across generations. Keywords: Fashion Fads, Language Potency, Vintage, Economic Language, Fashion Resurgence