Introduction : A different view
A history of seduction : Style addicts ; The first fashion brand ; Poiret raises the stakes ; Chanel, Dior and beyond ; The death of fashion ; The rebirth of fashion ; Surviving the crash
Fashioning an identity : Controlling the plot ; The Italian connection
When haute couture meets high street : Strategic alliances ; Chic battles cheap ; Stockholm Syndrome ; Viva Zara ; A unique brand from Japan
The designer as brand : How to be a designer brand
The store is the star : Retail cathedrals ; Creativity drives consumption ; Luxury theme parks and urban bazaars
Anatomy of a trend : The style bureau ; The new oracles ; The cool hunter
The image-makers : Portrait of an art director ; The alternative image-maker
They shoot dresses, don't they? : Brand translators ; The limits of experimentation
This year's model : Packaging beauty ; Perfection and imperfection
Celebrity sells : When celebrities become designers
The collections : The power behind the shows ; Communication via catwalk ; Haute couture laid low ; Front-row fever
Accessorize all areas : Emotional baggage ; A brand in a bottle
Retro brands retooled : Climbing out of a trench ; The art of plundering the past
Targeted male : 'Very GQ' ; Fine and dandy ; A tailor-made opportunity ; Groom for improvement
Urban athletes : Getting on track ; Expect a gadget ; Stars and streets
Virtually dressed : The success story ; Interactive fashion
Rise of the bloggers : Blogs and the press ; Blogging as business
Trendy toddlers : A taste of Milk
Style goes back to the future : From thrift to vintage
Behind the seams : Ateliers versus factories ; Ethical fashion
Conclusion : Searching for a soul ; Honesty as a policy ; The cachet of culture ; 'We are all individuals'.
