Dress and Success in the Icelandic Banking System

This lecture presents a PhD study, which explores the power of dress in the Icelandic banking, before and after the 2008 banking crash that shows how dress has played a role in process of change.

This lecture presents a PhD study by Linda Björg Árnadóttir, which explores the power of dress in the Icelandic banking sector—both before and after the 2008 banking crash—and examines how dress has played a role in processes of institutional and cultural change. The research is based on interviews with Icelandic women working in banking, a group historically marginalized within the sector.

The findings show that visible changes in dress have signaled broader shifts in social norms and attitudes during and after the financial crisis. The upheaval created a window of opportunity for female bank employees to challenge established dress norms. This shift has, in turn, enhanced their visibility and agency, allowing them greater upward mobility, improved alignment with clients, and a stronger projection of confidence and trustworthiness. The study demonstrates that changes in dress often parallel changes in societal values. In line with Judith Butler’s work (1990, 2004), it argues that moments of disruption are crucial for marginalized groups to expand their agency—and that dress can serve as both a symbol and a vehicle of that transformation.

Linda Björg Árnadóttir is a PhD candidate in sociology at the University of Iceland, where her research focuses on fashion and dress in contemporary Icelandic society.