The Seriation of Fashion

Abstract

The “seriational technique,” a new method for measuring and interpreting the incessant nature of stylistic change in fashion, is presented. Two established research methods—content analysis and seriation—are combined to form this technique. Content analysis of headgear featured in Godey's Lady's Book and Magazine, 1830—1898, is used to collect data pertaining to stylistic change in bonnets. A variant of seriation is then used to order these data for analysis and interpretation. Major nineteenth century American bonnet types illustrated in Godey's are dated and defined on the basis of style.The results obtained from using the “seriational technique” are then applied in both isolated and comparative situations. More generally, the approach should be relevant in all branches of home economics that use quantitative techniques for either historic or contemporary studies.