Critically evaluate the following statement with reference to relevant theory and specific examples of fashion consumption.
“It is also worth noting not only that the pleasures of control are found in the ownership of
commodities through which people can create or modify the context of everyday life and
thus many of the meanings it bears, but also that the consumer’s moment of choice is an
empowered moment”. (Fiske, J. (2011) ‘Shopping for Pleasure’, in Reading the Popular.
2nd ed. London/NY: Routledge, p. 20).

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