Creative mass. Consumption, creativity and innovation on Bangkok's fashion markets

The becoming productive of consumer culture has been an important theme for social research. Within neoliberal discourse, the link between consumer culture and new forms of immaterial production has been conceptualized as “creativity.” This paper uses the experience of Bangkok's fashion markets to begin to articulate an alternative understanding of the relation between consumer culture and immaterial production, a different kind of “creativity.” We suggest that Bangkok's fashion markets manifest a kind of creativity where innovation is highly socialized, as opposed to being oriented around the notion of individual genius and individual intellectual property; where participation is popular as opposed to elite-based and where the ambiguous relation between creation and commercial success that is intrinsic to Western notions of creativity is replaced by an embrace of markets and commerce as vehicles for self-expression. Bangkok's fashion markets represent an example of a market-based commons centered innovation economy.