Women's dress and success in the Icelandic banking system

In: Fashion, Style & Popular Culture

Abstract

In this study on the power of dress in the Icelandic banking sector, we build on Nentwich and colleagues' (2015) theoretical framework of change agency. We show that the framework bears relevance to changes occurring after the collapse of the Icelandic banking system in 2008. Our aim is to examine the role of dress in the process of change. The data are derived from ten semi-structured interviews with female bank employees, a group that has historically been marginalized within the Icelandic banking sector. Our findings reveal that visible changes in dress have signalled changes in societal norms and attitudes during and after the economic crisis. The disruption has created a window of opportunity for female bank employees to alter dressing norms. This alteration has subsequently increased their agency and visibility, thereby facilitating their upward mobility, mirroring with clients and representing confidence and trustworthiness. We find that changes in dress occur when ideas in society change, and that windows of opportunity are necessary for marginalized groups to expand their agency. Once these windows are created, dress can underline and bolster their agency.