FASHION HISTORY

Created by: sophieolivia1999
Created on: 23-01-18 08:45

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FASHION HISTORY
- 1920 - 1930
  - Coco Chanel
    - fashion icon, influential designer
    - meet the needs of the modern and give women freedom of movement
    - trousers / tweeds / little black dress / blazers / raincoats / slingback shoes etc.
    - designed comfortable, loose blouses, chemise dresses and clothes that were sporty and relaxed
      - no corsets - fewer linings, lighter and more flexible
    - broke away from fussy overdecorated norm of 20th century
    - 1916 - knitted jersey -cheap to produce cardigans and twinsets
    - adapted men's tailoring producing classic suits with short skirts. good cut finish and high quality fabric
  - Context
    - post WW1
    - Prohibition
    - women earned their right to vote and entered workplace
    - increasing prosperity
      - people had more money to spend - leisure
    - Paris influence
  - 1930
    - gradual spread of electricity
      - designers could design new ranges of products using new technology
    - outbreak of WW1 in 1939
      - middle class homes had consumer durables, radio, toasters, fridges etc
    - living standards improved - demand increased - advertising important new industry
  - Wall Street Crash 1929
    - advertising used to motivate people to begin spending again
  - Fashion
    - no more corsets
    - sportswear to support encouraged active lifestyle
    - heels became higher - 2 to 3 inches
    - Flapper
      - hemlines rose to allow for new charleston craze
      - functional and flattened the bust as a pose to accentuating it
      - dropped waist
    - long skirts replaced with shorter and trousers
      - more practical
      - relaxed
      - masculine
- 1940 - 1950
  - Fashion
    - theme of glamour returned 1940
      - 'New look' by Dior
        riots = inappropriate as thought to be wasteful
        
        women were attacked for wearing the fashion
        conservative approach to fashion
      - full skirts and tight bodices
      - provided women with extravagance
      - clothes rationed - materials scarce - hem lines rose - knee length
      - evening dresses still glamarous
  - Baby Boomers
    - growing up into powerful and highly impressionable teenagers
    - important target market group - teens
    - teenagers not existed before 1950s
      - teens used to wear what their parents wore
    - Girls - tight bodices, full skirts , wide belts, flat shoes
      - Boys - teddy boys - long drape trousers, narrow jackets, thick-soled shoes
    - tv - helped touch peoples lives all over the world. creating new wants and dictating spending patterns
- 1960 - 1970
  - Context
    - young people rebelled against ideas and fashions of parents
    - age of 'flower power' , hippies and experimentation
    - mini-skirt, Op art , space travel, Mary Quant, unisex trousers
  - Fashion
    - youth culture = street fashion = haute couture
    - hippie movement
      - interest in ehtnic and indian clothing
      - culture of the east
      - continue to influence designers today
    - development of new young markets for designers
      - RTW lines developed fuelled by media, pop culture and advertising
  - Designers
    - Vivienne Westwood
      - ******* collection - studded, strapped buckled clothing
      - shocking at the time
      - influential shop, leather and rubber clothing
      - influence mainstream fashion. setting off the punk trend
      - underwear worn as over wear - corsets - crinolines
      - grunge - torn clothing, exposed seams
    - Issey Miyake
    - Mary Quant
      - unisex trouser suits
      - mini skirt
inspired the look of the 50's
- full skirts and narrow waists
- 'New look' by Dior
  - riots = inappropriate as thought to be wasteful
  - women were attacked for wearing the fashion
    - conservative approach to fashion
- taken up by teens

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