RE-EVALUATION OF LAVERS LAW

IN THE CONTEXT OF
FASHION TREND REVIVAL
Natalie Potts
Genna Reeves-DeArmond
Oregon State University

International Textile and

Apparel Association
Conference 2014

Introduction
There is significant research that does show historical
continuity in fashion trends. These theories and research
methods are used today by designers, fashion forecasters,
and trend analyzers.

We argue that it is possible that the reevaluation of Lavers

Law (and possible revisions) could be used to show historical
continuity in fashion trends and provide theoretical
underpinnings for the process of fashion trend revival.

What is Lavers Law?

A fashion theory that was

created to show long-run
historical continuity in fashion
trends.

Comprised of 12 descriptors
that describe a positive or
negative aesthetic experience
that is determined by the
passage of time.

Loosely regarded as a theory;

most likely wont find scholarly
work about it as it is Lavers
own reflection of describing
fashion trends.

Lavers Law Back in the Spotlight:

Why Study Lavers Law Today?

Lavers Law Back in the Spotlight:

Why Study Lavers Law Today?
To address the
following question: How
does a trend become
refreshed or recycled in
a way that it is viewed
as new?

To form an interdisciplinary alliance between fashion theory and philosophy

of aesthetics because Lavers Law draws upon concepts related to ugliness
and beauty.

Lavers Law and the Fashion Lifecycle:

A Case Study of 1990s Fashion
Many 1990s trends reemerged in
2013 and continue to do so in 2014.
For example: Grunge,
postmodern, and hip hop fashions.
The revival of 1990s trends actually
negates the speed of the fashion trend
lifecycle proposed by Lavers Law.

Extending the Study of Lavers Law

into Practical Application: Research Study
We conducted research to obtain
feedback on 1990s trends in order to
design a collection of garments that
reinvented ugly 1990s trends into
beautiful designs.
Participants included four women
who were 15-25 years old in the
1990s.
The goal was to determine what
changes were necessary to help a
trend become reaccepted at a later
time, in addition to what makes a
revived trend beautiful.

Extending Lavers Law into

Practical Application: Research Findings
Descriptor

# of Times Used

Indecent

Shameless

Daring

Smart

Dowdy

Hideous

Ridiculous

Amusing

Quaint

Charming

Romantic

Beautiful

Extending Lavers Law into

Practical Application: Research Findings
Adding Descriptors to
Lavers Law

The Amusing Descriptor:

Positive or Negative?

Added Descriptors

Didnt clearly fall into the positive

or negative category.

Cute
Innocent
Timeless
Terrible
Disturbed

Focus group participants used

amusing as dominantly positive.
Concluded that amusing should
be classified as neutral, which
adds a new dimension to the
philosophy of aesthetics.

The Est. 1991 Collection

The Future of Lavers Law?

The Classroom

Have students analyze a trend on

thefashioncycle.com and seek
additional examples of how the
trend has been revived, as well as
if the trend has begun to speed up
with regard to Lavers Law.

Assign students a project in which

they use
Personal photos
Images from old magazines
Describe each photo using Lavers
Law descriptors.
Identify current magazines and
fashion media that use these
trends; compare to older photos.
Ask students to reflect upon what
outdated trends have been reived
and how far removed from current
fashion they are.
The ultimate question to answer is
where the outdated trend is placed
within Lavers Law.

The Future of Lavers Law?

Theory Development and Revision
Lavers Law, in its current form, is not applicable to todays fashion
industry.
For some specific item categories, like formal attire, Lavers
Law does not provide accurate prediction.
Should be condensed into a shorter time frame.
Perhaps descriptors should overlap or be combined.
Work toward the formation of a model for scholarly use that
showcases factors involved in refreshing fashion trends.

Thank You!
References

To learn more about this project, please take a business card at the
conclusion of presentation/session.