A society becomes “modern” when one of its chief activities is producing and consuming images, when images that have extraordinary powers to determine our demands upon reality and are themselves coveted substitutes for firsthand experience become indispensable to the health of the economy, the stability of the polity, and the pursuit of private happiness.
Most of society identifies fashion primarily with the field of costume and adornment. However, fashion theorists emphasize that fashion operates in many diverse areas of group life (Robinson 1961). For example, fashion has been suggested to operate in such areas as science (Crane 1969), mortuary practice (Blumer 1969), Christian names (Shepard 1973), and business management (Abrahamson 1991). To limit fashion to the field of costume and adornment is to have an inadequate idea of the true scope of its occurrence.