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How does a style become a fashion? Why do trends spread and decline? Introducing Fashion Theory explores these questions and more to help you quickly get up-to-speed with fashion theories, from scarcity to conformity, through clear practical examples and fascinating case studies.

This second edition, re-titled from Key Concepts for the Fashion Industry, includes expanded coverage on cultural appropriation, corporate greenwashing, and the criminal world of counterfeit goods.

- Illustrated examples, from Apple's post-postmodernist iWatch to Savage X Fenty's body image message on diversity


- Covers core fashion theories, from trickle-down to trickle-up, to political dress and conspicuous consumption


- Filled with learning activities, key terms, chapter summaries, and discussion questions to inspire and inform [Praise for the first edition]

Brings a breath of fresh air to fashion theory. This book puts together a collection of insights and approaches that will facilitate the student's creative thinking process and their capacity to develop keys to solve problems. -- Maria Sargaco, Senior Lecturer & Course Leader in BA (Hons) Fashion Promotion and Communication Fantastic resource for fashion theory! -- Irene Grasser, Design Academy of Fashion, South Africa Introducing Fashion Theory: From Androgyny to Zeitgeist illustrates the scholarly study of fashion in addition to helping students and fashion professionals understand the complexity, meaning, and direction of fashion. Using historic, cultural, and current fashion examples, the book helps explain our everyday clothing habits and the paradoxical nature of fashion * Nancy J. Rabolt, San Francisco State University, USA *

Introducing Fashion Theory: From Androgyny to Zeitgeist

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