Olga Gurova is an Academy of Finland research fellow, Department of Social Research, University of Helsinki, Finland.

• Introduction: "We Started to Dress more Better" 1. Media and the Ideology of Consumption and Fashion: The Case of Krestianka 2. From Shuttle Traders to Shopping Malls: Retail Trade Transformations and Consumer Experience 3. "We are not Rich Enough to Buy Cheap Things": The Middle Class as a Clothing Consumer 4. "People Dress so Brightly Here!": Exploring Social Distinctions Through Clothing 5. "When I Put on a Fur Coat, Everyone Knows I am Russian": Clothing Consumption of Russian Migrants in Finland 6. From Russia to Finland: Exploring Cross-border Shopping 7. Fashion and Time: The Lifespan of Clothing 8. "Semiotic Baggage" and Fashion Conclusion

Olga Gurova is an Academy of Finland research fellow, Department of Social Research, University of Helsinki, Finland.

• Introduction: "We Started to Dress more Better" 1. Media and the Ideology of Consumption and Fashion: The Case of Krestianka 2. From Shuttle Traders to Shopping Malls: Retail Trade Transformations and Consumer Experience 3. "We are not Rich Enough to Buy Cheap Things": The Middle Class as a Clothing Consumer 4. "People Dress so Brightly Here!": Exploring Social Distinctions Through Clothing 5. "When I Put on a Fur Coat, Everyone Knows I am Russian": Clothing Consumption of Russian Migrants in Finland 6. From Russia to Finland: Exploring Cross-border Shopping 7. Fashion and Time: The Lifespan of Clothing 8. "Semiotic Baggage" and Fashion Conclusion

Olga Gurova is an Academy of Finland research fellow, Department of Social Research, University of Helsinki, Finland.

• Introduction: "We Started to Dress more Better" 1. Media and the Ideology of Consumption and Fashion: The Case of Krestianka 2. From Shuttle Traders to Shopping Malls: Retail Trade Transformations and Consumer Experience 3. "We are not Rich Enough to Buy Cheap Things": The Middle Class as a Clothing Consumer 4. "People Dress so Brightly Here!": Exploring Social Distinctions Through Clothing 5. "When I Put on a Fur Coat, Everyone Knows I am Russian": Clothing Consumption of Russian Migrants in Finland 6. From Russia to Finland: Exploring Cross-border Shopping 7. Fashion and Time: The Lifespan of Clothing 8. "Semiotic Baggage" and Fashion Conclusion