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Table of Contents

Acknowledgments 1. Introduction Etymology of Fashion Fashion as a Concept and a Phenomenon Proponents and Opponents of Fashion Studies of Fashion in Social Science Outline of the Book 2. Sociological Discourse and Empirical Studies of Fashion Classical Sociological Discourse of Fashion Fashion, Modernity and Social Mobility The Origin of Fashion Phenomenon Contemporary Sociological Studies of Fashion Fashion and Sociology of Culture Fashion as a Manufactured Cultural Symbol Conclusion Guide to Further Reading 3. Fashion as an Institutionalized System Theoretical Framework of Fashion-ology Fashion as a Myth Supported by the System Different Approaches to Fashion Systems The Beginning of the Fashion System Fashion Production as Collective Activity Empirical Study: The French Fashion System as a Prototype Conclusion Guide to Further Reading 4. Designers: The Personification of Fashion Designers in the Studies of Fashion Designers, Creativity and Social Structure Legitimation of the Designer's Creativity The Star System of Designers Hierarchy among Designers in the Fashion System Conclusion Guide to Further Reading 5. Production, Gatekeeping and Diffusion of Fashion Diffusion Theories of Fashion Gatekeepers: Making Aesthetic Judgments Diffusion Strategies from Fashion Dolls to Fashion Shows Fashion Propaganda through Advertising Conclusion Guide to Further Reading 6. Adoption and Consumption of Fashion Consumption: A Historical Perspective Consuming Fashion as Symbolic Strategy Consumption and Social Status Consumers as Producers Conclusion Guide to Further Reading 7. Youth Subcultural Fashion as an Alternative System The Theoretical Foundation of Subcultures Post-subcultural Theories and Contemporary Youth Subcultures A Systemic Approach to Youth Subcultures and Fashion Punk as a Prototype of a Less-structured Alternative Fashion System The Internal Mechanism of the Alternative Fashion System Conclusion Guide to Further Reading 8. The Impact of Technology in the Changing Fashion Systems Trickle-Across Theory in Practice: A Collapse of Categorical Boundaries A Changing Occupational Structure in Fashion The Decentralization of Fashion Geography from Paris to the World Conclusion Guide to Further Reading 9. Conclusion Appendix: Practical Guide to Sociological Research in Fashion and Dress Notes Bibliography Index

Promotional Information

Fully updated throughout with 2 new chapters, guides to further reading and a practical guide to sociological research in fashion, this new edition of bestselling textbook Fashion-ology is an essential text for students studying fashion theory and sociology

About the Author

Yuniya Kawamura is Professor of Sociology at the Fashion Institute of Technology, New York, USA. She is the author of Doing Research in Fashion and Dress (2011), Fashioning Japanese Subcultures (2012), and Sneakers (2016).


A compact introductory text which has already become a go-to resource for budding fashion scholars. This updated edition will ensure its relevance for the next generation. -- Brent Luvaas, Drexel University, USA
Fashion-ology is a path-breaking book which opened a new field of interdisciplinary research on fashion and inspired a whole generation of fashion sociologists. I strongly recommend this updated and enriched edition to anyone who is interested in the intellectual underpinnings of fashion-students, researchers, and practitioners alike. -- Frederic Godart, INSEAD, France, and author of Unveiling Fashion (2012)
A second edition of Fashion-ology is more than timely thanks to the radical shifts in the landscape of 21st century fashion, driven by new technologies and the global market-place. Kawamura offers readers an accessible introduction to these issues and more, in this readable but rigorous discussion of the serious study of fashion. -- Janice Miller, London College of Fashion, UK.
Praise for the first edition: An exhaustive and enlightening survey of the literature on fashion in the social sciences. It will contribute enormously to establishing fashion as a legitimate subject for research and teaching in the social sciences and humanities. -- Diana Crane, University of Pennsylvania, USA

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