ABSTRACT
This chapter discusses clothing consumption of Russians living abroad. The stereotypes hardly describe the variety of styles and consumer patterns among Russians, including those who live outside the country. In the era of cultural globalization, other social characteristics-class, age, and gender-are intimately connected and affect the representations of one's ethnic self through consumption. This chapter deals with the question of how Russian migrants living in Finland express and negotiate their ethnic selves through clothing. The postassimilationist view implies that migrants' identity projects and outcomes significantly depend on their economic, social, and cultural capital. As for clothing consumption and ethnicity, several studies should be mentioned here. This topic has long been studied by marketing researchers. Michel Solomon and Nancy Rabolt discuss the clothing consumption of African Americans, Hispanic Americans and Asian Americans in the United States. This chapter is based on the idea of intersectionality and method of typology construction focuses on style repertoires of Russian migrants living in Finland.
