The book highlights how the signs of fashion showcase stories, hybridations, forms of feeling, from the classics of fashion in cinema, to fashion as cultural tradition in the global world, to digital media. Based on a strong socio-semiotic method (Barthes, The Language of Fashion is the main reference), the book crosses some of the main aspects of the contemporary culture of the clothed body: from time and space, to gender, to fashion as cultural translation, to the narratives included in the media convergence of our age. According to Jurji Lotman, fashion introduces the dynamic principle into seemingly inert spheres of the everyday. Fashion’s unexpected function of overturning received meaning is conveyed through its collocation within the dynamic storehouse of what Lotman calls the “sphere of the unpredictable.”. In this horizon, the concept of fashion as a worldly system of sense (Benjamin), generates different “worlds” through its signs.

Founding on Walter Benjamin’s conception of time and history, the book first focuses on time as a main category of fashion. Space is the other main category this book considers in relation to fashion.The book next focuses on the body to show how fashion is a system of images that communicates through stereotyped signs, cultural models and archetypes of imagination that produce and define sexual identities in society. Finally, the book focuses on fashion as a means of communication in the age of social networks.