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Science Friday

Why does fashion repeat in 20-year cycles? Math has the answer

Science Friday

Science Friday and WNYC Studios

Life Sciences, Friday, Wnyc, Natural Sciences, Science

4.46.3K Ratings

🗓️ 19 May 2026

⏱️ 15 minutes

🧾️ Download transcript

Summary

A mathematician analyzed 150 years of women’s fashion to understand 20-year trend cycles, and how “optimal distinctiveness” drives change.

Transcript

Click on a timestamp to play from that location

0:00.0

Hey, I'm Flor Lichten, and you're listening to Science Friday.

0:09.8

Fire up TLC. Get out your bucket hats, your low-rise jeans, your Furbies, the original

0:15.9

Lubbos, because, as you may have noticed, Y2K fashion is in right now.

0:22.2

They say fashion moves in 20-year cycles, and it turns out it does, according to math.

0:28.7

Here with us now is Dr. Emma Jaidela, a mathematician at Princeton University,

0:33.2

who analyzed over 35,000 images of women's clothing spanning back to the 1860s to confirm this theory.

0:42.2

She uses mathematical models to understand complex systems.

0:46.9

Emma, welcome to Science Friday.

0:48.7

Great to be here.

0:50.0

This must be a gigantic field, math fashion.

0:53.5

Oh, definitely not.

0:55.9

I think quite the opposite.

0:57.7

Most mathematicians really don't think about fashion.

1:00.8

There's actually a joke in the math community, which is, how do you know that a mathematician is well-dressed?

1:08.3

And the answer is because his t-shirt doesn't have holes.

1:13.2

Okay. So why did you take this on? I've always been really interested in patterns around me as a

1:20.6

mathematician. And in general, this idea that fashion comes back or history repeats itself. So I started to

1:27.2

think, is it just a perception that fashion comes back or history repeats itself. So I started to think, is it just a perception

1:29.9

that fashion comes back or is it actually true? And could we prove this mathematically?

1:34.9

Do you have any connection to fashion? Any personal connection? I do a little bit. I grew up in Paris,

1:40.8

France, which is the capital of fashion. So you're like, I know about fashion.

1:44.8

I grew up in Paris. I love fashion. I definitely do. My mom also has worked in fashion. She worked

...

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