Legitimate question: Who dictates fashion? The possibility that humanity has acquired in the 21 th century, put the basis for another theory – the "fashion on top." Everyone has an opportunity for a short time to find interesting information through the Internet, television and radio stations. Stroll through the boutiques, we can accurately say: "is a fashionable thing," but "it is not fashionable." Who puts the stamps on the fashionable clothes? The founders of the theory of "fashion from the bottom", believed that a certain cover, color and style it becomes "fashionable" at that moment, when most of the people decide on buying it for these models. That is, it turns out that fashion creates the most? If you plunge into the history of fashion, and look at the dawn of well-known brands such as Roberto Cavalli, one can see that Cavalli brought into fashion denim. European elite for a long time which rejected denim, suddenly began to get clothes from Cavalli's collection, combining jeans and skin. These facts give the full right to existence of the second theory – the "fashion from above. " Despite the contradiction with the definition of "fashion", the founders of this theory, proved that fashion – the result of the recognition of the elite one way or another brand. Indeed, a boom occurs when a famous film star appear in public in clothes more obscure designers? Excitement, recognition and careful monitoring of the couturier. Coverage of these events in the media, provide a powerful impetus to launch the theory of "fashion from the bottom." Author of the article is of the opinion that after all the top fashion dictates.