The role of fashion and taste are central to our understanding of the social dynamics in any modern society. In this treatise on the aestheticization of social life, Jukka Gronow uses the insights of Veblen, Simmel and Lyotard, among others, to show how fashion operates as a form of play binding modern society together and allowing an equilibrium between the opposing forces of individualization and socialization.

In the process, he draws on a rich range of examples and case studies including the dominance of kitsch in late nineteenth-century Europe; the shifting nature of luxury in the Soviet Union from the 1930s; the growing influence of western ideas of the good life from the 1960s; and the food scares and food fashion in the late twentieth century.