expanded by 20 to 30 percent annually.But is this all a plot by greedy designers, manufacturers and fashion editors to clone the world into one image?Alison Lurie,author of The Language of Clothes,thinks not.She says people and cultures themselves decide on what is fashion these days. 4 Of far more importance to fashion trends,according to Marc Bourgery an advertising consultant,is the question of how a country entertains itself.He gives the example of Japan,a country that has a love affair with golf and,more recently,with American situation comedies."Japanese people now want to be defined as witty,successful and affluent,and so that style has become cool and sought after. 5 Bourgery,who travels the world in order to advise clients on which images sell best in which countries,thinks that global fashion is not about the West dictating to the East. Rather,it is about a new feeling of internationalism."Armani,for example,does not set out to look authentically Italian,anymore than Chanel wants to look specifically French," observes Bourgery."Instead,their footprint is a look which says 'I'm elegant, sophisticated,successful,'and that translates worldwide. 6 What it all adds up to is a world of consumer decision-making,a mix-and-match world where consumers often take what is best from their own country and combine it. Worldwide surveys of beauty practices confirm this point.Russian women confide that not all of them are crazy about the new cosmetic imports-environmentally conscious teens twenty-some-things,"are mad for the newest line of Russian skin care,Green Mama,made exclusively from herbs and fruits found in the Altai region of Sineria."Beauty-conscious Syrians also claim that their traditional oils and scents are for them a treasure trove of beauty secrets.In their Damascus bathrooms,alongside the modern cosmetics,are pewter bowls which to mix Henna and bay leaf,honey and olive oil soaps or vials of perfumed oils. 7 The cruel truth about what is fashionable is that it can't be clearly defined. Today's concept of fashion draws from a far wider ethnic and national pool than ever before, and it's growing day by day. 949expanded by 20 to 30 percent annually. But is this all a plot by greedy designers, manufacturers and fashion editors to clone the world into one image? Alison Lurie , author of The Language of Clot hes, thinks not. She says people and cultures themselves decide on what is fashion these days. 4 Of far more importance to fashion trends, according to Marc Bourgery an advertising consultant, is the question of how a country entertains itself. He gives the example of Japan, a country that has a love affair with golf and , more recently , with American situation comedies. "Japanese people now want to be defined as witty , successful and affluent , and so that style has become cool and sought after. " 5 Bourgery, who travels the world in order to advise clients on which images sell best in which countries', thinks that global fashion is not about the West dictating to the East. Rather, it is about a new feeling of internationalism. "Armani, for example , does not set out to look authentically Italian , anymore than Chanel wants to look specifically French ," observes Bourgery. " Instead , their footprint is a look which says 吁'm elegant , sophisticated , successful , ' and that translates worldwide. " 6 What it all adds up to is a world of consumer decision-making , a mix-and-match world where consumers often take what is best from their own country and combine it. Worldwide surveys of beauty practices confirm this point. Russian women confide that not all of them are crazy about the new cosmetic imports - environmentally conscious teens twenty-some-things, "are mad for the newest line of Russian skin care , Green Mama , made exclusively from herbs and fruits found in the Altai region of Sineria. ., Beauty-conscious Syrians also claim that their traditional oils and scents ar巳for them a treasure trove of beauty secrets. In their Damascus bathrooms, alongside the modern cosmetics, are pewter bowls which to mix Henna and bay leaf, honey and olive oil soaps or vials of perfumed oils. 7 The cruel truth about what is fashionable is that it can' t be clearly defined. Today's concept of fashion draws from a far wider ethnic and national pool than ever before , and it's growing day by day. 949