The fashion world follows a rather strict bi-seasonal sequence every year. The French abbreviations of automne/hiver and printemps/été translate to fall/winter (F/W) and spring/summer (S/S) seasons in American English. This cycle has been repeated for a remarkable 125 years until 2026. Thanks to the Vitra Design Museum and the V & A Dundee the occasion has been celebrated with an exhibition and catalogue on the history and art of fashion show. The outstanding catalogue is organized in alphabetical order as the A-Z of fashion. The 4 curators Eisenbrand, Krawczyk, Hassard, Panova present a volume with a focus on keywords explaining major terms of the fashion world like “haute couture” as well as direct entries to specific designers and brands. The well curated choice of fabulous and iconic images from catwalks across time, locations and continents illustrate a world built on visual codes and communication. The “Chambre Syndicale de la Haute Couture” (1945) defined which fashion houses could use the label in France, a definition copied across countries. It works as a way to control access as well as a certain definition of quality. The scope of the exhibition catalogue includes also Anti-fashion under A, backstage photography (B), to the not so simple Walk under W.
With some additional social science framing and thanks to the curators, we have moved an important step towards a sociology of the visual, which comprises the world of fashion.











