The article treats the concept of fashion in a systems theoretical perspective. It is carried by the idea that the relation between consciousness and fashion presents a key to a better understanding of as well the phenomenon of fashion as the relation between fashion and communication. It conceives of the imitational pole of fashion as a latent social ritual that ›hides‹ behind socially charged fashion objects. On this backdrop, it discusses different systems theoretical conceptions of fashion and takes alternative theories into consideration.