The fashion industry is a multibillion dollar global enterprise. It makes the clothes we wear — from the short skirts and boots worn by teenagers in England in 1960 to the baggy pants made popular by hip-hop musicians in the Bronx in 1990, and everything in between. It reflects our changing ideas of what is “in”, what we want to look like, and how we interact with each other.
Clothing was once just a practical garment that protected us from cold and heat. But soon it became a way of signaling identity and status: judges wear robes, military personnel wear uniforms, and brides wear white dresses. In our fast-paced, angst-ridden society, fashion offers one of the few areas where people can display their uniqueness. It is also a form of conspicuous consumption, and one that’s easily copied by competitors.
It’s commonly believed that fashion changes in response to societal change and the financial interests of designers and manufacturers. But research suggests that there are internal taste mechanisms that drive fashion trends, too.
These are based on personal experience and observation, as well as the influence of music, news and events, and what people around us wear. For example, when a celebrity starts wearing a new style of clothes, many other people follow suit to imitate that look. But other influences can be more subtle. The copper rivets on Levi jeans, for instance, are designed to expand at stress points to extend the life of the garment – a very practical feature that was originally inspired by the need for workwear that would withstand harsh working conditions.