Fashion, time and the consumption of a Renaissance man in Germany: the costume book of Matthaus Schwarz of Augsburg, 1496-1564

This article uses the perspective of cultural anthropology to consider the construction of an early modern perception of time and its relation to the dress and personal consumption of a male subject. It focuses on a costume book from the Renaissance compiled by Matthäus Schwarz, a member of the bourgeoisie, who lived in Augsburg from 1496 to 1574. The book contains a collection of 137 drawings, portraying Schwarz’s personal choice of dress. It is also an account of Schwarz’s life, beginning with his parents, then covering his life–stages from birth to old age. The relationships between body and dress and between the male subject and the world run as a major thread through the book. This article shows how closely connected Schwarz’s body is with the life of commodities (dress) and consumption. The life–story of this Renaissance man is expressed in terms of changing fashions, which act as his subjective measure of time.