7. Lifestyle or Workstyle? Female Entrepreneurs in New Zealand Designer Fashion

  1. Maureen Molloy and
  2. Wendy Larner

Published Online: 20 JUN 2013

DOI: 10.1002/9781118295748.ch7

Fashioning Globalisation

Fashioning Globalisation

How to Cite

Molloy, M. and Larner, W. (2013) Lifestyle or Workstyle? Female Entrepreneurs in New Zealand Designer Fashion, in Fashioning Globalisation, John Wiley & Sons, Oxford. doi: 10.1002/9781118295748.ch7

Publication History

  1. Published Online: 20 JUN 2013
  2. Published Print: 19 AUG 2013

ISBN Information

Print ISBN: 9781444337013

Online ISBN: 9781118295748



  • cultural economy;
  • ethics;
  • female entrepreneurs;
  • gendered entrepreneurship;
  • lifestyle;
  • New Zealand designer fashion


This chapter examines the characteristics of the New Zealand designer fashion industry a decade after it first came to prominence and now that it has developed a stable structure. Although the New Zealand fashion firms have remained small, this is not seen as an economic failure. It is shown in the chapter that how this industry structure is a distinctively gendered form of entrepreneurship that privileges control, relationality and ethics over expansion, rationality and individualistic exploitation. Women working in the New Zealand fashion industry are not solely engaged in the individualistic pursuit of status, prestige and new kinds of lifestyle but also are associated occupations with charity work. Drawing from both the literatures on the cultural economy and the gendered entrepreneurship, the chapter further underlines the diversity of forms that globalising processes can take, and the centrality of processes of resubjectification to these.