The document discusses theories of fashion movement and the roles of fashion leaders and followers. There are three main theories: 1) Trickle-down theory proposes that new fashions originate from high socioeconomic groups and trickle down to lower groups. 2) Trickle-up theory suggests trends start with youth and trickle up to older, wealthier individuals. 3) Trickle-across theory posits that styles move horizontally between peers within the same social class. Fashion leaders are early adopters who influence trends, while followers adopt styles once they become mainstream.

1. Theories of Fashion
Movement

2. Fashion Movement: Ongoing
change in what is considered
fashionable.
Fashion: The styles that
are accepted and used by a
particular group of people
at a given time.

3. Roles of Fashion Leaders and Followers:
•Fashion Leaders: Trendsetters who have the
credibility and confidence to wear new
fashions and influence the acceptance of
new trends.
•The first to purchase new styles
•Desire distinctiveness and uniqueness
•May be innovators and/or influencers.

4. Examples of Fashion Leaders
• Andrea, a popular student at your high school, is a
trendsetter who is not afraid to wear new fashions.
• People featured in the media such as royal families
(Princess Diana or Princess Kate ), first families (Jackie
Kennedy, Nancy Reagan, Michelle Obama), movie
stars (Halle Berry, Nicole Kidman, Kate Hudson,
Jennifer Lopez), television personalities (Sarah Jessica
Parker, Jennifer Aniston, Emma Stone), athletes
(Michael Jordan), and musicians (Beyoncé Knowles
and Jennifer Lopez).

5. Roles of Fashion leaders and followers
(cont.)
•Fashion Followers: Those who accept and wear
a fashion only after it becomes acceptable to
the majority.
•Example: Andrea’s friends admire her and want to
dress like her. Once Andrea has established a new
trend at school, her friends become fashion followers.

6. Theories of the Fashion Movement:
•Trickle-down theory
•Trickle-up theory
•Trickle-across theory

7. Trickle-down theory
(Downward flow theory):
The assumption that
fashion trends start
among the upper class or
fashion leaders and move
down to the masses or
fashion followers.

8. Trickle-Down Theory
•World’s oldest and most accepted fashion theory.
•Asserts that fashions are accepted by people of lower
socioeconomic income levels only after they have been
worn by people of upper socioeconomic income levels
•These styles are seen on high-fashion runways.
•Examples: Jackie Kennedy’s pillbox hat, Barbara Bush’s
pearls, Nancy Reagan’s red, Hillary Clinton’s pantsuits in
the office

9. Example of pillbox hats

10. Trickle-Up Theory
(Upward flow theory):
The assumption that
fashion trends start
among the young or
lower income groups and
move upward to older or
higher income groups.

11. Trickle-Up Theory
•Style originates with the lower
class and gains approval by
upper class or the fashion
elite.
•Examples: Ripped jeans,
leather jackets

12. Trickle-Across Theory
(Horizontal flow theory):
The assumption that
fashion moves horizontally
through groups at similar
social levels from fashion
leaders to followers.

13. Trickle-Across Theory
•Members of each social group look at the leaders
of their own group for fashion trends.
•A leader within each class influences peers or a
leader of one group affects the other group
members.
•Example: Designer fashions are copied quickly for
mass production, providing similar styles at most
price ranges. However, they don’t become popular
until the fashion leaders of each group have
accepted them.

14. Theories of Fashion Movement
TRICKLE UP TRICKLE
ACROSS
TRICKLE DOWN
Fashion trends start
at the top of the
“social ladder”
Fashion trends start
with the young or
lower income groups
Fashion moves
horizontally through
similar social levels
Lower $
Higher $
Royalty Rich
White collar
Blue collar