late 13c., "style or fashion of attire," from Old French guise "manner, fashion, way," from Frankish *wisa or some similar Germanic source, from Proto-Germanic *wison "appearance, form, manner," from *wissaz (source also of Old High German wisa "manner, wise"), from PIE root *weid- "to see." Sense of "assumed appearance" is from 1660s, from earlier meaning "mask, disguise" (c. 1500).
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