The Death of Fashion. The Passage Rite of Fashion in the Show Window

  • Authors
  • Harald Gruendl

Table of contents

  1. Front Matter
    Pages 1-10
  2. Pages 13-71
  3. Pages 73-88
  4. Pages 89-210
  5. Pages 211-239
  6. Pages 241-267
  7. Pages 269-283
  8. Back Matter
    Pages 285-299

About this book


When, for a few weeks each year, Western fashion victims become red-hot with excitement waiting for the fashion sales to take place, they are unconsciously following an ancient sacrificial ritual. Just as in ancient Greece, the God of Fertility had to be killed during the Dionysia in order to be resurrected, the season’s fashion has today to be symbolically sacrificed in order for the shop windows to be filled with something new. Harald Gruendl, who with EOOS designs shopping temples for such as Armani and Adidas, here observes the death and resurrection of fashion in the shop windows of Paris, London, New York, Hamburg and Vienna at sales time. In his book he shows why archaic scenes of darkness, nakedness and chaos briefly dominate the shopping streets of the fashion metropolises, and why people buy (and have to).


EOOS architecture art cultural science fahion theory marketing ritual theory shop design urban research

Bibliographic information

  • DOI
  • Copyright Information Springer-Verlag/Wien 2007
  • Publisher Name Springer, Vienna
  • Print ISBN 978-3-211-49854-5
  • Online ISBN 978-3-211-49855-2
  • Buy this book on publisher's site