In a modern city, fashion is one of the most versatile means of communication both within the urban environment and human communication with the urban environment itself. In contrast to the problematic of the costume that has developed during the pre-industrial and pre-post-industrial periods, the ways of communication and the modes of communication that have been broadcast by the fashion have become more complicated, expressing not so much a commercially viable «individuality» as the methods of mastering the urban space in the scenographic and postbiological sense: in a post-industrial society «to go out» means to perform a stage-staged attempt to appropriate it to yourself.