Fashion theories indicates the process of fashion ideas. The theories explain the fashion trend. It also tells about how fashion moves from one stage to other stage. There are three theories of fashion.
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What are the 3 theories of fashion?
The distribution of fashion has been described as a movement, a flow, or trickle from one element of society to another. The diffusion of influences from center to periphery may be conceived of in hierarchical or in horizontal terms, such as the trickle-down, trickle-across, or trickle-up theories.
Trickle Down fashion
The oldest theory of distribution is the trickle-down theory described by Veblen in 1899. To function, this trickle-down movement depends upon a hierarchical society and a striving for upward mobility among the various social strata. In this model, a style is first offered and adopted by people at the top strata of society and gradually becomes accepted by those lower in the strata (Veblen; Simmel; Laver).
This distribution model assumes a social hierarchy in which people seek to identify with the affluent and those at the top seek both distinction and, eventually, distance from those socially below them. Fashion is considered a vehicle of conspicuous consumption and upward mobility for those seeking to copy styles of dress. Once the fashion is adopted by those below, the affluent reject that look for another.
Trickle Across fashion
Proponents of the trickle-across theory claim that fashion moves horizontally between groups on similar social levels (King; Robinson). In the trickle-across model, there is little lag time between adoption from one group to another. Evidence for this theory occurs when designers show a look simultaneously at prices ranging from the high end to lower end ready-to-wear.
Robinson (1958) supports the trickle-across theory when he states that any social group takes its cue from contiguous groups in the social stratum. King (1963) cited reasons for this pattern of distribution, such as rapid mass communications, promotional efforts of manufacturers and retailers, and exposure of a look to all fashion leaders.
Trickle Up fashion
The trickle-up or bubble-up pattern is the newest of the fashion movement theories. In this theory the innovation is initiated from the street, so to speak, and adopted from lower income groups. The innovation eventually flows to upper-income groups; thus the movement is from the bottom up.
Examples of the trickle-up theory of fashion distribution include a very early proponent, Chanel, who believed fashion ideas originated from the streets and then were adopted by couture designers. Many of the ideas she pursued were motivated by her perception of the needs of women for functional and comfortable dress.
Following World War II the young discovered Army/Navy surplus stores and began to wear pea jackets and khaki pants. Another category of clothing, the T-shirt, initially worn by laborers as a functional and practical undergarment, has since been adopted universally as a casual outer garment and a message board.
Thus how a fashionable look permeates a given society depends upon its origins, what it looks like, the extent of its influence, and the motivations of those adopting the look. The source of the look may originate in the upper levels of a society, or the street, but regardless of origin, fashion requires an innovative, new look.
The Populist Model
While the three primary theories of fashion adoption largely apply to socioeconomic levels, the populist model, conceived by anthropologist Ted Polhemus in his 1994 book “Streetstyle,” identifies social groups, rather than classes, as a source for fashion inspiration. A social group, such as punks in 1970’s London, for instance, may adopt a distinctive style and appearance shared throughout the group.
The style serves to unify the group and identify individuals within the group, but is often unrelated to trends outside of the group. Individuals adopt the style to become and remain an identifiable member of that particular social group.
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