Why were beards suddenly stylish in Europe after 1500? Why did the ruff come in and out of use in the sixteenth and early seventeenth centuries? Why did men from Spain to Sweden suddenly decide to adopt wigs around 1660 only to drop the less than fifty years later? How did manufacturers and merchants encourage and then respond to changing demands for colourful printed patterns and new cuts and styles of tailoring in the seventeenth and eighteenth centuries? As importantly, why were some novelties and innovations quickly adopted while others were unsuccessful? This book, the result of a three-year Humanities in the European Research Area project 'Fashioning the Early Modern: Creativity and Innovation in Europe, 1500-1800', brings together essays which answer these questions. It explores the means by which fashion ideas were disseminated, through pattern books, gazettes, and early newspapers as well as by barbers, seamstresses, tailors, and weavers. Spanning three hundred years from 1500 to 1800, the book turns to material culture to answer questions about economic and social innovation in Continental Europe, England, and Scandinavia. The essays demonstrate the value of turning to surviving objects, from knitted stockings to silk swatches, and the understanding that emerges when we take fashion seriously. -- from dust jacket.