Diffusion and Consumption of Fashion among Iranian youth

Abstract: Fashion can be both material and immaterial subject, immaterial part of it can relate fashion goods as a material object to the thoughts of fashion. Immateriality lets the fashion be easily diffused by stream of information. The relation between fashion goods and thoughts about fashion is mutual since they can develop each other. In the case of Iran, struggles exist among individuals and the government about appearance. How fashion as a global phenomenon can influences youth in Iran and spread in such a condition is the case of investigation from theories in "diffusion of Fashion" to consideration of "fashion adoption model" in an empirical work on such a society. The impact of veil on people and their reaction to change it from covering garment to a trendy fashion is the centre of attention to find out more about personal interactions of young individuals and their impact on the rest of the society. Fashion needs a system of institutions and also individuals to work on that and develop new trends. Then these trends need the system to spread them among different people in different social groups, such a system is different and interesting in the case of Iran.