Contents -- Preface to the third edition -- Introduction -- A different view -- 01 A history of seduction -- Style addicts -- The first fashion brand -- Poiret raises the stakes -- Chanel, Dior and beyond -- The death of fashion -- The rebirth of fashion -- Surviving the crash -- 02 Fashioning an identity -- Controlling the plot -- The Italian connection -- 03 When haute couture meets high street -- Strategic alliances -- Chic battles cheap -- Stockholm Syndrome -- Viva Zara -- A unique brand from Japan -- 04 The designer as brand -- How to be a designer brand -- 05 The store is the star -- Retail cathedrals -- Creativity drives consumption -- Luxury theme parks and urban bazaars -- 06 Anatomy of a trend -- The style bureau -- The new oracles -- The cool hunter -- 07 The image-makers -- Portrait of an art director -- The alternative image-maker -- 08 They shoot dresses, don't they? -- Brand translators -- The limits of experimentation -- 09 This year's model -- Packaging beauty -- Perfection and imperfection -- 10 Celebrity sells -- When celebrities become designers -- 11 Press to impress -- 12 The collections -- The power behind the shows -- Communication via catwalk -- Haute couture laid low -- Front-row fever -- 13 Accessorize all areas -- Emotional baggage -- A brand in a bottle -- 14 Retro brands retooled -- Climbing out of a trench -- The art of plundering the past -- 15 Targeted male -- 'Very GQ' -- Fine and dandy -- A tailor-made opportunity -- Groom for improvement -- 16 Urban athletes -- Getting on track -- Expect a gadget -- Stars and streets -- 17 Virtually dressed -- The success story -- Interactive fashion -- 18 Rise of the bloggers -- Blogs and the press -- Blogging as a business -- 19 The faking game -- 20 Trendy toddlers -- A taste of Milk -- 21 Style goes back to the future -- From thrift to vintage.

22 Behind the seams -- Ateliers versus factories -- Ethical fashion -- Conclusion -- Searching for a soul -- Honesty as a policy -- The cachet of culture -- 'We are all individuals' -- References -- Books -- Online resources -- Index.