When does fashion emerge? How is fashion perceived, and when is it accepted or rejected? What structures and strategies underpin fashionable innovations? Fashion does not explain itself. Ingrid Loschek provides clear and competent insights. Fashion is what a community or a group within society has agreed upon. It is a personal aesthetic feeling within the collective. "When is fashion?" analyzes the aesthetic premises, the performative impulses, the social qualities, and the economic conditions, making them easily understandable. Innovative designers create concepts, experiment with forms, adapt technology, or engage in biomimicry. In short, they allow the unfathomable to happen. Deviation creates the original, while the norm produces copies. The uniformity of the product world is primarily the result of economic factors.