Kniga posvyashhena issledovaniyu sushhnosti takogo slozhnogo soczial'nogo yavleniya, kak moda. Pochemu lyudi sleduyut mode? Kak sootnosyatsya moda i obychai? V chem sostoyat czennosti mody? Pochemu i kak proisxodit smena mod? Kakova vzaimosvyaz' mody i massovoj kul'tury?...