Beginnings of the consumer society

• the early years of the 20th century were decades of great uncertainty
• there was the Great War (1914-18), 1917 Russian Revolution which introduced communism
• the first 30 years od the 20th century in the USA brought about consumer society
• popular culture and Hollywood played a key role in changing people's lifestyles, morality and spending patterns
• Hollywood focused on the elements of glamour and couture which were traditionally associated with the wealthy
• the sheath dress of the 1920s was made from skin tight shiny satin fabric cut on the bias clinging to the body outline giving the impression of near nudity

1920s + 30s:

• in France, designer Coco Chanel created the modern woman
• she designer comfortable, loose blouses, chemise dresses and clothes that were relaxed
• it also promoted health
• these clothes were deisnged to be worn without corsets
• fewer linings were included to make them lighter and more flexible
• Chanel believed fashion must meet the needs to the modern woman, giving freedom of movement
• in 1916 she began using knitted jersey fabrics that were relatively cheap and by 1918 she was producing cardigans
• her clothes broke away from the fussy over decorated clothing from the 19th century
• she adapted mens tailoring and produced classic suits that had short skirts
• she relied on good cuts, finishing and high quality fabric
• in the 20s, clothing that had previously only been available to the upper class was now accessible on the street
• this was a dramatic change for ordinary people who had previously everyday wear and 'best' clothes that were to last for a few years
• the developing style of clothes accompanied with a lower price tag so therefore social classes were not immediately recognisable through what was worn
• most middle classed Americans had radios…