Not so long ago, devoted followers of fashion sacrificed their health, fortune, and even their very lives, wasting their time on endless fittings and perms. Readers will learn about this, as well as how representatives of the Church, authoritative figures in science and culture tried to combat fashion, and how its zealous followers were ridiculed in magazines and books, in Elena Suslina's book, which is simultaneously a historical, ethnographic, and art historical study. This publication uses unique exhibits from the Rare Book Department of the Russian State Library, as well as periodicals from the late 18th and early 19th centuries.