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Clothes make the man - this well-known saying not only sums it up, it is still very much alive. This is also confirmed by the new outfit study of the Spiegel publishing house, according to which clothing is important or very important for 92% of women between 14 and 64 years of age. At the same time, brands are increasingly taking on a kind of orientation function in the increasingly confusing world of brands and product diversity. But the functions and meanings of fashion clothing go far beyond the mere demonstration of status and prestige; they range from aspects of contemporary culture, the current style, to communicative and cultural aspects and functions. Fashion thus fulfils very different purposes, it is a means of self-expression and staging as well as an expression of the way of life and thinking of a group of people in a time, a kind of modern culture. Since the.