Zygmunt Bauman and the unbearable lightness of fashion.

This article examines the relevance of sociologist Zygmunt Bauman’s work, particularly his concept of "liquid modernity," to critical fashion studies, arguing that his broader theories offer valuable insights into fashion as both commodity and cultural practice in contemporary society. Bauman’s analysis of tensions such as solid/liquid, heavy/light, and security/freedom provides a framework to understand fashion’s role in individual identity formation, consumerism, and systemic issues like alienation, exploitation, and waste. The article highlights Bauman’s critique of consumerist individualization and its impact on labor precarity and sustainable fashion, emphasizing the challenges posed by neoliberal capitalism and the need for collective social action beyond individual consumer choices. It concludes that Bauman’s interdisciplinary and critical approach can deepen theoretical engagement in fashion studies and inspire new research and praxis addressing the complexities of the modern fashion system.