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