This is the first book to explore the complex relationship between theatre, fashion and society in the late Victorian and early modern era. Examining such diverse topics as the emergence of the society playhouse, fashion journalism, the role of the couturier-costumier, department store marketing, and the establishment of 'dress codes' by militant suffragettes, Kaplan and Stowell provide a new context for assessing plays by established writers like Oscar Wilde, Bernard Shaw, Arthur Pinero and Harley Granville Barker, as well as lesser known figures, such as Edith Lyttelton, Emily Symonds and Cicely Hamilton.