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

Andrew Reilly, PhD, is a Professor of Fashion Design and Merchandising at University of Hawai`i, Manoa.

1. Introduction to Theory
Introduction
Why use theory?
What is fashion?
Who has fashion?
Fashioning the body
The tipping point
Semiotics
Modern, postmodern, post-postmodern

2. The Fashion System
Introduction
Market infrastructure theory
Trickle across theory
Innovation theory
Historic resurrection
Branding

3. Fashion and the Individual
Introduction
The public, private, and secret self
Body image
Aesthetic perception and learning
Historic continuity theory
The individual and society

4. Fashion and Society
Introduction
Trickle-down theory
Trickle-up theory
Scarcity/rarity
Conspicuous consumption
Political use of dress
Gender

5. Fashion and Culture
Introduction
Zeitgeist
Spatial diffusion

6. Conclusion
One phenomenon, many theories
Fashion blunders