Le BCBG et les classes sociales en France

Abstract

This article examines the fashion style dress known by the name of Bon Chic Bon Genre (BCBG) (or “preppy”) developed by the Bourgeois in France after the oil crisis in 1979. This fashion style reflects the social status of the group of persons who were members of the highest social class in France at the time. The BCBG was born in the middle-class community who wants to separate from other social classes through manifestations of the values of this group. The goal is to present the BCBG not only as a style of clothing but also the values as the Bourgeois lifestyle. The details in the BCBG fashion style will be analyzed using the semiotics of Roland Barthes. He explained that clothes are the "signifiants" and the style or fashion are the "signifiés" to find the "myth" that connects the signs that show the link between the style of clothing with the bourgeois lifestyle. The results show that the Bourgeois distinguish to determine its position or stand within the company in France; and it is in a higher position than others. This distinction of the Bourgeois will be examined using the theory of the distinction of Pierre Bourdieu, which is a concept of the segregation of the dominant as a step to establish their position and distinguish their values of others.