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James Laver's Law of Fashion
FASHION - James Laver was a museum curator for the Victoria and Albert Museum in London from the 1930s through the 1950s. Laver was also a fashion theorist and historian and having no other claim to fame he conceived of Laver’s Law — an attempt to make sense of the "fashion trend life cycle". Here is James Laver's Law of Fashion: Indecent 10 years before its time Shameless 5 years before its time Outré (Daring) 1 year before its time Smart Current Fashion Dowdy 1 year after its time Hideous 10 years after its time Ridiculous 20 years after its time Amusing 30 years after its time Quaint 50 years after its time Charming 70 years after its time Romantic 100 years after its time Beautiful 150 years after its time What is interesting is that James Laver's Law of Fashion's has become the standard by which clothes buyers now operate. ie. Stanley Marcus, the former president of Neiman Marcus, recounts in his rather boring memoir tit...
