James Laver's Taste and Fashion, first published in 1937, explains how people's reception of fashion evolves over time.
Laver's Law is a theory that describes the perception and progression of Fashion over time. It states that when a fashion (style, trend) is first introduced, it is considered novel and may not be widely accepted.
Over time, it is gradually recognised and becomes more mainstream. However, eventually, it becomes passé and is rejected by the fashion industry and the public. It is not until after a significant amount of time has passed - roughly 150 years - that the now-gone fashion (style, trend) is once again considered beautiful and desirable.
It's an original way to think about the ever-changing nature of Fashion and the cycles of acceptance and rejection that define it.
The 12 adjectives defining Laver's law are as follow:
I. Indecent - 10 years before its time
II. Shameless - 5 years before its time
III. Outré (Daring) - 1 year before its time
IV. Smart - 'Current Fashion'
V. Dowdy - 1 year after its time
VI. Hideous - 10 years after its time
VII. Ridiculous - 20 years after its time
VIII. Amusing - 30 years after its time
IX. Quaint - 50 years after its time
X. Charming - 70 years after its time
XI. Romantic - 100 years after its time
XII. Beautiful - 150 years after its time
Comments