THE COLLECTED WORKS OF THORSTEIN VEBLEN: Business Theories, Economic Articles & Essays. Thorstein Veblen

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      For a creative principle, capable of serving as motive to invention and innovation in fashions, we shall have to go back to the primitive, non-economic motive with which apparel originated—the motive of adornment. Without going into an extended discussion of how and why this motive asserts itself under the guidance of the law of expensiveness, it may be stated broadly that each successive innovation in the fashions is an effort to reach some form of display which shall be more acceptable to our sense of form and color or of effectiveness, than that which it displaces. The changing styles are the expression of a restless search for something which shall commend itself to our aesthetic sense; but as each innovation is subject to the selective action of the norm of conspicuous waste, the range within which innovation can take place is somewhat restricted. The innovation must not only be more beautiful, or perhaps oftener less offensive, than that which it displaces, but it must also come up to the accepted standard of expensiveness.

      It would seem at first sight that the result of such an unremitting struggle to attain the beautiful in dress should be a gradual approach to artistic perfection. We might naturally expect that the fashions should show a well-marked trend in the direction of some one or more types of apparel eminently becoming to the human form; and we might even feel that we have substantial ground for the hope that today, after all the ingenuity and effort which have been spent on dress these many years, the fashions should have achieved a relative perfection and a relative stability, closely approximating to a permanently tenable artistic ideal. But such is not the case. It would be very hazardous indeed to assert that the styles of today are intrinsically more becoming than those of ten years ago, or than those of twenty, or fifty, or one hundred years ago. On the other hand, the assertion freely goes uncontradicted that styles in vogue two thousand years ago are more becoming than the most elaborate and painstaking constructions of today.

      The explanation of the fashions just offered, then, does not fully explain, and we shall have to look farther. It is well known that certain relatively stable styles and types of costume have been worked out in various parts of the world; as, for instance, among the Japanese, Chinese, and other Oriental nations; likewise among the Greeks, Romans, and other Eastern peoples of antiquity so also, in later times, among the peasants of nearly every country of Europe. These national or popular costumes are in most cases adjudged by competent critics to be more becoming, more artistic, than the fluctuating styles of modern civilized apparel. At the same time they are also, at least usually, less obviously wasteful; that is to say, other elements than that of a display of expense are more readily detected in their structure.

      These relatively stable costumes are, commonly, pretty strictly and narrowly localized, and they vary by slight and systematic gradations from place to place. They have in every case been worked out by peoples or classes which are poorer than we, and especially they belong in countries and localities and times where the population, or at least the class to which the costume in question belongs, is relatively homogeneous, stable, and immobile. That is to say, stable costumes which will bear the test of time and perspective are worked out under circumstances where the norm of conspicuous waste asserts itself less imperatively than it does in the large modern civilized cities, whose relatively mobile wealthy population today sets the pace in matters of fashion. The countries and classes which have in this way worked out stable and artistic costumes have been so placed that the pecuniary emulation among them has taken the direction of a competition in conspicuous leisure rather than in conspicuous consumption of goods. So that it will hold true in a general way that fashions are least stable and least becoming in those communities where the principle of a conspicuous waste of goods asserts itself most imperatively, as among ourselves. All this points to an antagonism between expensiveness and artistic apparel. In point of practical fact, the norm of conspicuous waste is incompatible with the requirement that dress should be beautiful or becoming. And this antagonism offers an explanation of that restless change in fashion which neither the canon of expensiveness nor that of beauty alone can account for.

      The standard of reputability requires that dress should show wasteful expenditure; but all wastefulness is offensive to native taste. The psychological law has already been pointed out that all men—and women perhaps even in a higher degree abhor futility, whether of effort or of expenditure—much as Nature was once said to abhor a vacuum. But the principle of conspicuous waste requires an obviously futile expenditure; and the resulting conspicuous expensiveness of dress is therefore intrinsically ugly. Hence we find that in all innovations in dress, each added or altered detail strives to avoid condemnation by showing some ostensible purpose, at the same time that the requirement of conspicuous waste prevents the purposefulness of these innovations from becoming anything more than a somewhat transparent pretense. Even in its freest flights, fashion rarely if ever gets away from a simulation of some ostensible use. The ostensible usefulness of the fashionable details of dress, however, is always so transparent a make-believe, and their substantial futility presently forces itself so baldly upon our attention as to become unbearable, and then we take refuge in a new style. But the new style must conform to the requirement of reputable wastefulness and futility. Its futility presently becomes as odious as that of its predecessor; and the only remedy which the law of waste allows us is to seek relief in some new construction, equally futile and equally untenable. Hence the essential ugliness and the unceasing change of fashionable attire.

      Having so explained the phenomenon of shifting fashions, the next thing is to make the explanation tally with everyday facts. Among these everyday facts is the well-known liking which all men have for the styles that are in vogue at any given time. A new style comes into vogue and remains in favor for a season, and, at least so long as it is a novelty, people very generally find the new style attractive. The prevailing fashion is felt to be beautiful. This is due partly to the relief it affords in being different from what went before it, partly to its being reputable. As indicated in the last chapter, the canon of reputability to some extent shapes our tastes, so that under its guidance anything will be accepted as becoming until its novelty wears off, or until the warrant of reputability is transferred to a new and novel structure serving the same general purpose. That the alleged beauty, or "loveliness," of the styles in vogue at any given time is transient and spurious only is attested by the fact that none of the many shifting fashions will bear the test of time. When seen in the perspective of half-a-dozen years or more, the best of our fashions strike us as grotesque, if not unsightly. Our transient attachment to whatever happens to be the latest rests on other than aesthetic grounds, and lasts only until our abiding aesthetic sense has had time to assert itself and reject this latest indigestible contrivance.

      The process of developing an aesthetic nausea takes more or less time; the length of time required in any given case being inversely as the degree of intrinsic odiousness of the style in question. This time relation between odiousness and instability in fashions affords ground for the inference that the more rapidly the styles succeed and displace one another, the more offensive they are to sound taste. The presumption, therefore, is that the farther the community, especially the wealthy classes of the community, develop in wealth and mobility and in the range of their human contact, the more imperatively will the law of conspicuous waste assert itself in matters of dress, the more will the sense of beauty tend to fall into abeyance or be overborne by the canon of pecuniary reputability, the more rapidly will fashions shift and change, and the more grotesque and intolerable will be the varying styles that successively come into vogue.

      There remains at least one point in this theory of dress yet to be discussed. Most of what has been said applies to men's attire as well as to that of women; although in modern times it applies at nearly all points with greater force to that of women. But at one point the dress of women differs substantially from that of men. In woman's dress there is obviously greater insistence on such features as testify to the wearer's exemption from or incapacity for all vulgarly productive employment. This characteristic of woman's apparel is of interest, not only as completing the theory of dress, but also as confirming what has already been said of the economic status of women, both in the past and in the present.

      As has been seen in the discussion of woman's status under the heads of Vicarious СКАЧАТЬ