CCDN 231 project 2: Glamour and Jackets

Glamour is described as the attractive or exciting quality that makes certain things seem more appealing or special. I have decided to link it to my activity of putting on a jacket because a jacket is often used for this purpose, to add a sense of glamour to the person who is wearing it. To this end I have come up with three experiments I will conduct in order to attempt to add an air of glamour to act of putting on a jacket. A secondary objective of these experiments was to try and create a ‘manly’ glamour, as even though men can be glamorous it is a word usually associated with femininity (Dyhouse, 2011).

Experiment 1: Catered Jacket Application
This experiment involved the participant having someone put the jacket on for them, the only thing they had to do was put their arms out for the sleeves to be put on. This changed the physical side of the activity, allowing someone to perform an activity for the participant was described in depth by the participant as “nice”. Upon further questioning it was discerned that it made the subject feel more important as there was less effort required on their behalf. The sense of sight was also changed, as the subject had their field of vision taken up by someone doing up their jacket for them, this is where the experiment was considered unsuccessful. The subject claimed that this made them feel uncomfortable and self-conscious which is detrimental to the overall effectiveness of the experiment.

Experiment 2: Scented Jacket
This experiment was designed to change the smell of the experiment, cologne was sprayed on the cuffs and collar of the jacket with the goal being for the smell to wear off on the wearer when they put the jacket on. Being incredibly subtle, the addition of the cologne wasn’t actually noticed by the subject until it was pointed out. The subject then went on to describe how much of a change it did actually make; it made the experience more refreshing and gave a subtle confidence to the subject. They claimed they felt more attractive and more charismatic, simply because of the change in smell. Smell it seems is incredibly powerful at setting the mood of an experience (Owen, 2010).

Experiment 3: Garment Bag
Interestingly enough, putting more barriers between the person and the end goal (wearing the jacket) made it feel more “official”. In this case it was a bag that the jacket came in, however it wasn’t just that getting the jacket on was hard; Having it on a coat hanger and in a garment bag made the jacket feel more premium, like the jacket was not allowed to get dirty or be marred in any way. The subject felt it gave it an air of prestige and authority to the coat.

The experiment that turned out to be the most successful was the second one, the scented jacket, this is opposed to what Thrift said in ‘The material Practices of Glamour’ that appearances were the most effective at conveying a sense of glamour. This is most likely because smell is such a strong sense for affecting a persons mood (Owen, 2010) whereas - like beauty - the physical side of glamour is all subjective and in the eye of the beholder (Dyhouse, 2011).

Owen, D. (2010, January 25). The Dime Store Floor, What did childhood smell like? The New Yorker, 33-37.

Thrift, N. (2008) ‘The Material Practices Of Glamour’ In Journal Of Cultural Economy. 1:1

Dyhouse, C. (2011) Glamour: Women, History, Feminism. London: Zed Books.