ged the role that fashion plays in everyday life. In postmodern times, fashion became more heterogeneous, more unpredictable and more ambiguous. The world is shrinking, the pace of change in fashion is increasing, and people are more aware than ever before of alternative ways of dressing and of ways of making personal statements through clothes. This means that the old hierarchy, in which the fashion industry was able to dictate new trends and each season change peoples ideas about what was fashionable has disappeared. It is no longer possible to guide and direct people towards one, dominating fashion.
             Today to an increasing extent people have become bricoleurs (Kratz & Reimer1998). We combine pieces of clothing from different fashions and make personal statements with them. Statements that are not always easy to translate. Kratz & Reimer identifies that postmodernity fashion consists of highly original, new fashions, it consists of pastiches of old fashions, and it consists of actual old fashions that linger on (1998). For example fashions that derive from subcultures such as the punk and Teddy boys can still be identified today on the street. The twenty- first century has more and more consumers refusing to accept the conformity of 'this seasons it trend' or the conformity of a particular subcultural style, we have ...freedom of choice in matters of style and never before in human history have individuals had such power and confidence in deciding their own appearance (Polhemus, 2010).
             According to Mugleton, postmodernism is emerging as a culture of postmodernity (2000) in terms of identity within a subculture. Shields on other hand argues that a 'postmodern "persona" whose 'multiple identifications form a dramatic personae- a self which can no longer be simplistically theorized as unified' (1992a: 16). From this point of view, a group is no longer a focal point for the individual identity...