This lecture introduces you to key concepts and debates around consumption and might surprise you with the origins of the idea of the design, attempts at fashion copyright, the early rise of personality, communication and glamour, all central to fashion. The rise of global mass fashion has been heavily criticised on ethical, material and moral grounds. It effects everything from labour conditions to the environment. In this lecture we see how we got to this point, of having to wear something new all of the time. How were creative ideas about fashion disseminated (often in small steps) at different social levels? How could a textile be like a ceramic and vice versa? What were the creative communities that made this possible? Fashion was important to people when they ceased to be just citizens, tax-payers or identified by their occupation or social status: what they consumed could communicate new-found identities.