Introducing Fashion Theory

Andrew Reilly, PhD, is an Associate Professor of Fashion Design and Merchandising at University of Hawaii, Manoa, US.

1. Overview
Introduction to theory
Why use theory?
Methods of inquiry
What is fashion?
Who has fashion?
Fashioning the body
The tipping point
Semiotics: How does fashion mean?
Organization of text
Boxed case 1.1: Maslow’s hierarchy and fashion
Boxed case 1.2: Classics can have fashionable details too
Summary
Key Terms
Discussion questions
Learning activities
Notes
Further reading

2. The Fashion System
Market Infrastructure theory: The role of gatekeepers
Trickle Across theory: Why new styles appear at once
Innovation theory: The role of new products
Historic resurrection: Haven’t I seen this before?
Branding: Creating an identity
Summary
Boxed case 2.1: Blockchain technology and intellectual property
Boxed case 2.2: Fake followers
Boxed case 2.3: John Fairchild and the midi mistake
Key Terms
Discussion questions
Learning activities
Notes
Further Reading

3. Fashion and the Individual
The Public, Private, and Secret Self: What we reveal to others
Body image: Feelings about our bodies
Aesthetic perception and learning: Why are we attracted to the clothes we see?
Shifting Erogenous Zones: Reveal and conceal
Historic Continuity theory: Small changes over time
Symbolic Interaction theory: The individual and society
Boxed case 3.1: One individual starts a trend
Boxed case 3.2: The color purple
Summary
Key Terms
Discussion questions
Learning activities
Further reading

4. Fashion and Society
Trickle Down theory: Fashion from the top down
Trickle Up theory: Fashion from the bottom up
Scarcity/Rarity: The desire for limited items
Conspicuous consumption: The obvious
Political use of dress: Social movements
Gender: Masculinity, femininity, androgyny
Boxed case 4.1: Sensible British Taste
Boxed case 4.2: La Sape Society
Summary
Key Terms
Discussion questions
Learning activities
Notes
Further reading

5. Fashion and Culture
Zeitgeist: Sign of the times
Spatial diffusion: Fashion on the move
Cultural identity: Race, ethnicity, and hybridity
Style tribes: Fashion from the street
Boxed case 5.1 Hate couture
Summary
Key Terms
Discussion questions
Learning activities
Notes
Further reading

6. Conclusion
Consuming fashion: Selecting, purchasing, disposing
One phenomenon, many theories
What is fashion? A paradox
Summary
Key Terms
Discussion questions
Learning activities
Further reading

Bibliography
Index