"The essence of fashion consists in the fact that it should always be exercised by only part of a given group, the great majority of whom are merely on the road to adopting it. As soon as a fashion has become universally adopted, that is, as soon as anything that was originally done only by a few has really come to be practised by all - as is the case in certain elements of clothing and in various forms of social conduct - we no longer characterize it is fashion. Every growth of a fashion drives it to its doom, because it thereby cancels out its distinctiveness." - Georg Simmel, The Philosophy of Fashion, The Consumption Reader, (2003) Clarke DB and Doel MA (eds), Routledge.