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The Language
of Fashion
TITLES in the Bloomsbury Revelations Series
Roland Barthes
Translated by Andy Stafford
Edited by Andy Stafford and Michael Carter
www.bloomsbury.com
Preface ix
Afterword
lothes, Fashion and System in the Writings of
C
Roland Barthes: ‘Something Out of Nothing’ by
Andy Stafford 113
the way they do across the centuries, then to look at how Barthes
moved away from clothes history towards fashion theory, and finally
to set out where his analysis in The Fashion System went in the period
immediately following. I say clothes and fashion, as this reflects a clear
division in Barthes’s work. For, somewhere between 1959 and 1964,
a decision was made to concentrate more on contemporary (written)
fashion rather than on clothes (and their history). The division of this
anthology into three parts—Clothing History, Systems and Structures,
Fashion Debates and Interpretations—reflects these shifting concerns
in Barthes’s research and theoretical reflections.
The pieces presented in this book appeared originally in a variety of
publications in France—academic, journalistic and industry-related—of
which the social history journal Annales is the most preponderant. From
Marie Claire to a Catholic auxiliary nurses’ publication, from Critique to
Communications, Barthes’s writings on clothing and fashion are clearly
interdisciplinary enough to appear in a wide range of different places. They
all also chart the shifts, about-turns, ruptures and spirals of Barthes’s
thought across the fast-paced intellectual culture of 1960s France. In
twelve years, from 1957 to 1969, he goes from bemoaning the lack of
decent histories of clothing to denouncing hippy ethnic fashion as a
reactionary form of revolt, from using semiology to understand clothing
to seeing the rhetoric of fashion as an impoverished and ultimately
shallow producer of cultural forms, from considering the origins and
functions of gemstones to watching a ‘joust’ between the rival fashion
houses of Coco Chanel and André Courrèges.
This anthology has been divided into three chronological sections
in order to take account of these different phases in Barthes’s thought
on clothing and fashion. The first part, Clothing History, shows Barthes
in search of a solution to the thorny problem of accounting for clothing
forms across history. ‘History and Sociology of Clothing’, published
in the influential journal Annales in 1957, is a historical overview of
hitherto existing studies on the history of clothing which discusses the
weaknesses in classical, romantic, folkloric, ‘archaeological’, Marxist
and psychological accounts of clothing forms.1 Barthes discusses in
detail the impasse of History and Structure, Change and Order, within
the newly emerging discipline of Cultural Studies, bemoaning the
restrictive nature of the triumvirate dominating clothing explanations at
the time, namely those of protection, modesty and ornamentation. This
Preface xi
analysis to show how male dress in the nineteenth century gave rise to
the figure of the dandy. The social need for the aristocracy to distinguish
itself from the bourgeoisie led to the widespread use of the ‘detail’ to
provide this ‘distinction’. But dandy fashion was also an attempt to
radically mark out the individual from the common, an early example of
individuals wanting to show that they had thought about their clothing.
Barthes then considers how modernity and democratization in fashion
have served to undermine the impact of the dandy, by making radical
fashion statements into a regulated market. Only women’s fashion
nowadays has the range—but not the social function—of the detail;
fashion, concludes Barthes, has killed off dandyism.
In the wake of these ‘systematizing’ pieces on gemstones and
dandyism, and following his research set out in ‘“Blue is in Fashion
This Year”’, Barthes drafted an early preface to The Fashion System
(written probably in 1963 but only published posthumously in the Swiss
journal [VWA]). As an early (first?) draft of the preface to The Fashion
System, the piece displays significantly different emphases from the
final published version of the preface. Though taken from a manuscript
and very occasionally unfinished, this early preface is useful particularly
given that there has been, up until now, a real gap in seeing how Barthes
developed his method between ‘Blue is in Fashion This Year’ in 1960 and
The Fashion System in 1967 (and a gap to which he refers in the article).
The early preface is surprisingly candid, especially concerning the gains
made by semiology, on the differences between the semiological and
the sociological project in fashion analysis, on the importance for the
study of fashion language of André Martinet’s ‘pertinence principle’ in
linguistics, and on the notion of ‘totality’ in clothing research. It finishes
with a very frank ‘autocritique’ of Barthes’s own project so far and the
results produced, suggesting that semiology has within it the seeds of
other forms of research into clothing and fashion. This second section
of the book ends with three interviews, including a little-known round-
table discussion with Henri Lefebvre and Jean Duvignaud, which is
wide-ranging and indicative of three parallel but antagonistic critical
theories of fashion.
By the time of the publication of The Fashion System in 1967,
Barthes’s name was firmly established as a major theorist of fashion
in France. His theories are quoted and sought in a number of
different places. The final part of this anthology, Fashion Debates and
xiv Preface
Notes
1 Interestingly Barthes starts writing on clothes and fashion history just as
the idea of a museum is mooted on this subject—in the end it takes until
1991 for a clothes museum to be finished in Paris, the Musée Galliera (10
avenue Pierre-Ier-de-Serbie) in the 16th arrondissement of Paris.
2 See Maggie Allison, ‘Elle Magazine: From Post-war Utopias to Those of
the New Millennium’. In Angela Kershaw, Pamela Moores and Hélène
Stafford (eds) The Impossible Space. Explorations of Utopia in French
Writing, Glasgow, Strathclyde Modern Language Studies vol. 6, 2004,
237–64.
xvi
Part ONE
Clothing History
2
3
Chapter 1
History and Sociology
of Clothing: Some
Methodological
Observations1
Up until the start of the nineteenth century there had not been, in the
true sense of the word, a History of dress, but only studies in ancient
archaeology or of qualitative inventories of garments.2 At first, the History
of dress was an essentially romantic notion, either providing artists,
painters or men of the theatre with the necessary figurative elements
of ‘local colour’, or enabling the historian to establish an equivalence
between vestimentary form and the general mindset of the time or of
the place (Volksgeist, Zeitgeist, spirit of the times, moral disposition,
atmosphere, style, etc.). Truly scientific research on dress started in
about 1860 with work by scholars and archivists such as Quicherat,
Demay or Enlart,3 or by medievalists in general. Their principal method
was to treat dress as the sum of individual pieces and the garment
itself as a kind of historical event, the main aim of which being above
all to locate its date of birth and the circumstances surrounding it. This
kind of work still dominates, to the extent that it continues to inspire
the numerous vulgarized histories that abound to this day and that are
linked to the development of fashion’s commercial myth-making. So the
History of dress is yet to benefit from the renewal of historical studies
that has been taking place in France for the last thirty years: this renewal
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4 The Language of Fashion
evolution of profiles, whilst at the next moment tracing the history of the
signified, of reigns and nations. Now these histories do not necessarily
have the same tempo. First, because fashion can easily produce its own
rhythm:10 changes of forms have a relative independence in relation to
the general history that supports them, even to the extent where fashion
has only a finite number of archetypal forms, all of which implies, in
the end, a partially cyclical history;11and then, because history is by
definition made up of a ‘social time which has a thousand high speeds
and a thousand slow-downs’ (F. Braudel12); consequently, the relations
between vestimentary signifier and signified can never be determined in
a simple and linear fashion.
Does it need to be pointed out that ‘Psychologies’ of dress, so
numerous in the Anglo-Saxon world, are not very helpful in this respect?
They leave entirely untouched the whole methodological difficulty of
linking a history of clothes at any one moment to its sociology. The
motivations behind dressing have been much discussed, notably on the
phylogenic level, which, we should remember, have involved so much
fruitless discussion on the origins of language. Why does Man dress
up? The relative importance of the three following factors has been
compared: protection, modesty, ornamentation.13 Dwelling above all on
the relationship between adornment and protection, and taking liberties
with certain ethnographic observations (people living in a harsh climate
such as the indigenous population of Tierra del Fuego apparently prefer
to adorn rather than protect themselves with clothes), or with certain
traits in child psychology (the child apparently adorns and disguises
itself but does not dress itself), specialists have felt able to suggest
that the motivation for adornment is by far the most important factor.
People have even tried to reserve the word ‘dress’ for acts of protection,
and ‘adornment’ for acts of ornamentation. It seems that all these
discussions are victims of a ‘psychological’ illusion: defining a social
fact such as clothes as the sum of a certain number of instincts, which,
once identified on a strictly individual level, are then simply ‘multiplied’
to the group level, is precisely the problem that sociology is trying to
leave behind.14
What should really interest the researcher, historian or sociologist, is
not the passage from protection to ornamentation (an illusory shift), but
the tendency of every bodily covering to insert itself into an organized,
formal and normative system that is recognized by society. The first
History and Sociology of Clothing 7
Varustautuminen pyyntiretkelle.
"Mikä sen kuninkaan nimi oli?" kysyi eräs nainen uunin luota. "Karl
Johan." "Minkä näköinen hän oli?" kysyi toinen. "Finnis-Isakin",
vastasi Rias-Matti. Kaikki nauroivat ja Isakkikin veti suunsa leveään
iloiseen irvistykseen, joka teki muodon vinoksi ja selvästi näytti, millä
puolella hän tavallisesti piti tupakkamälliä. Nauraessaan hän
arvattavasti oli vähemmin Karl Johanin näköinen, mutta muuten kyllä
oli perää Rias-Matin lausunnossa. Finnis-Isakilla oli tuuhea, musta
kiharatukka, kotkan nenä ja miehekäs, ponteva muoto. Me saamme
aihetta puhua hänestä tuonempana.
"Ei hänellä ollut kukkarossaan niin paljoa rahaa, kuin minun piti
saaman, mutta hän sai toisilta ja sitte hän maksoi minulle ja otti
minun kuittini.
"Kyllä, kyllä on," sanoi Jonk-Err, "ja hän muistaa, mitä on nähnyt,
ja hän on aina katsellut hyvillä silmillä eikä koskaan pahoilla."