Laver’s Law

Linda Grant’s The Thoughtful Dresser (my favourite non-fiction fashion novel of all time) introduced me to James Laver, an art historian and writer known for his work in the field fashion history.

Laver’s Law (from his book Taste and Fashion, chapter 18, (London, 1937)) attempted to shed light on the theory of cycles in fashion and fashion trends. Here is Laver’s Law about an item of clothing or a trend:

Shall we test it? Let’s try Christian Dior‘s New Look as an example, as it seems to be in fashion for next season. The New Look was launched in 1947, but since it wasn’t considered “current fashion” until a bit later, I’ll place it the year before, when it was “daring.”

10 years before its time: Indecent

1937: Indecent? Perhaps not… but certainly desperately out of fashion during the 30’s when everyone was wearing long, lean bias cut silhouettes.

5 years before its time: Shameless

1942: War time, it certainly would have been shameless to wear new clothing in this style, when everyone was “making do and mending”, not wearing skirts made out of 20 metres of fabric.

1 year before its time: Outré (Daring)

1947: The launch of The New Look by Christian Dior took the world by shock. I've put it as a year before its time, because all designers are ahead of their time. By 1948, it was "Current Fashion."

Current Fashion: Smart (1948)

1 year after its time: Dowdy

1949: Well, according to this image, the skirt certainly slimmed down a lot.

10 years after its time: Hideous

1958: Would the New Look have been hideous? Probably, as the silhouette had changed dramatically.

20 years after its time: Ridiculous

1968: The New Look would have definitely looked ridiculous in the Swinging Sixties.

30 years after its time: Amusing

1978: During the late 70's, a full skirt and nipped in waist would certainly have been amusing.

50 years after its time: Quaint

1998: Quaint is a great word to sum up how we would have felt about the New Look as we neared the turn of the millenium. Nostalgia would have kicked in too.

We haven’t quite gotten to 70 years after its time (charming), 100 years after its time (romantic), or 150 years after its time (Beautiful.) But I can certainly tell you that 60 years after its time, right now, we are certainly back on track to wearing the New Look.

Louis Vuitton Fall 2010, a modern New Look.

Prada Fall 2010, nipped waist and full skirt.

Although I wouldn’t say the timeline is completely accurate, Laver’s Law definitely makes sense. I looked at leggings, and they made fit in with Laver’s Law, although I’d hate to think leggings will be considered beautiful in 150 years.

1998: 10 years before their time, leggings are certainly indecent.

2003: 5 years before their time, were leggings shameless? I guess so, although we were heading towards them as the skinny jeans trend started to kick in.

2007: 1 year before their time, I would definitely say leggings  as pants were daring, before them became an acceptable fashion.

2008:  Leggings are current fashion.

2009: 1 year after their time, leggings are starting to look a bit dowdy (although Lindsay Lohan is still wearing them.)

Images
1937 fashion image source.
1942 fashion image source.
1949 fashion image source
1958 fashion image source
1968 fashion image source.
1978 fashion image source.
1998 fashion image source.
Lindsay Lohan image source.