This chapter will begin to investigate the connections between the concepts of fashion, communication and culture. Now, for many readers, and despite what has been seen in the Introduction and chapter one, the concept of fashion will seem already to be well known and not in need of any further elucidation. Many other readers may feel the same way about the concept of communication. And there will be those who feel that the connections between fashion, communication and culture are simply too obvious. Any ten-year-old, they may say, can tell you what fashion is, communication is about sending messages, different cultures wear different fashions and if you wear bright colours, it means you are cheerful. Such might be the everyday or commonsense reactions to some of the central concerns of this chapter.