Today even schoolchildren know that fashion repeats itself. Even in the last century, experts revealed rhythmicity in the fluctuations in the height of the hem, and then in the appearance of certain silhouettes. Since then, the study of the cyclical nature of fashion trends has not advanced further, since the search was conducted in external signs, and not in the essence of the phenomenon itself, directly related to the psychology of society. It is the demand for this or that image-type of a person and the lifestyle associated with it (which includes architecture, interior, clothing, objects of decorative and applied art) provokes the emergence of a common historical style.