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This paper is an invitation to sociologists to take seriously the topic of fashion. Only a handful of scholars, such as Simmel (1904), Sapir (1931), and the Langs (1961), have given more than casual concern to the topic. Their individual analyses of it, while illuminating in several respects, have been limited in scope, and within the chosen limits very sketchy. The treatment of the topic by sociologists in general, such as we find it in textbooks and in occasional pieces of scholarly writing, is even more lacking in substance. The major deficiencies in the conventional sociological treatment are easily noted—a failure to observe and appreciate the wide range of operation of fashion; a false assumption that fashion has only trivial or peripheral significance; a mistaken idea that fashion falls in the area of the abnormal and irrational and thus is out of the mainstream of human group life; and, finally, a misunderstanding of the nature of fashion. [ABSTRACT FROM AUTHOR]