The fashion industry is known for its fast turnover of beautiful designs from season to season. Some designs and often just single pieces survive the fast turnaround of the fashion industry. In many cities we find shops that sell so-called vintage cloths and objects. For men and women it is feasible to rediscover pieces of longer lasting beauty or even persistent beauty. The persistence of an image of beauty may follow the classics of designers and specific brands, but it may also have a very personal touch referring more to a person’s own life course (when we were young) or associated with freeing yourself from your family or societal context. The 60s and 70s were such time periods with radically changing images and ideas about beauty. Since then more individualised clothing seems to take hold, although there is an equally strong tendency of social or age groups to identify themselves through specific clothing, showing that you belong to the “in-group”.
