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Sociology

The Social Logic of Fashion Cycles and Status Signaling

Quick fact

In the 1960s, the introduction of inexpensive synthetic fabrics caused a flurry of new styles, each quickly imitated, leading to cycle lengths so short that fashion houses moved from two seasonal collections to more frequent releases—a pattern now seen in fast fashion.

Why this is interesting

You probably know that wearing last season's "in" color suddenly feels wrong. But why do styles change so quickly, and why do we get tired of them so fast?