The Role of a “Glamorous” Event — South 36.32N / The New Fashion Latitude — in an Economy in Crisis

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The Role of a “Glamorous” Event — South 36.32N / The New Fashion Latitude — in an Economy in Crisis

by Chantal Houglan

Spain is filled with beautiful beaches and exclusive nightclubs, but under the glitz and glamour Spain is hurting. Spain is suffering from an economic crisis, where the unemployment rate is at an all time high. Citizens are searching for jobs and demanding answers from the government. Cádiz, the oldest inhabited city in Europe, hosts some of the most breathtaking views of Spain. Cádiz, however, is suffering from one of the worst unemployment rates in all of Spain.

This paper examines how South 36.32N: The New Fashion Latitude, a luxurious fashion festival hosted in Cádiz, is related to the economic depression in Cádiz. Cádiz may seem like an unusual location to host a fashion festival, but I passionately believe that there is no better place to host South 36.32N. I will argue that not only does South 36.32N draw in international publicity, which promotes the city of Cádiz, but drawing from the Glamour theory of fashion, South 36.32 N also allows the people of Cádiz to mentally escape from their everyday economic worries. South 36.32 N allows the public to be engulfed in a fantasy world of high fashion free of cost.