The article analyzes different ways of describing the phenomenon of fashion in terms of temporality. The starting point is a study of Alfred Kroeber, who at the beginning of the twentieth century tried to discover the general laws governing changes in fashion as a constitutive element of all cultural phenomena. In addition to trying to understand the repeated returning of the past, the article also addresses contemporary practices related to anticipating trends. By asking questions about the relevance of this phenomenon, the author shows how knowledge of the future is first constructed and then utilized.