Fashion History

Fashion Marketing

Objectives

1. What are the needs satisfied by clothing?2. What is the history of clothing?3. What is the relationship of fashion history to

today’s fashion?

Why People Wear Clothes?

• 20,000 B.C.-- people developed and wore clothes primarily for protection from the weather and environment.

• NOW-- other needs such as psychological and social needs.

Why Clothing?

Physical Needs

•Protection

•safety

Psychological Needs

•Identity

•Adornment

•Cultural identity

Social Needs

•Affiliation/ fitting in

•standards

Where fashion began?

• France – considered the center of fashion for almost 400 years from 1600s into the 1900s. Especially in Paris.

• In the 1600s, French royalty and wealthy landowners employed their own dressmakers and tailors.

Where fashion began?

• After the French Revolution (1789), haute couture design firms grew.

• Haute Couture – high-fashion, individually designed, original, handmade garments.

Globalization

• Industrialization, technology, globalization, and the spread of democracy help broaden the demand for fashion.

• Growth of a middle class with income to purchase fashions, not just basic clothing

• Other fashion cities- Milan and New York

The early 1900s

• In 1909, the American fashion magazine Vogue, featured a woman in a loose-fitting style of dress.

• By 1915, styles continued to soften.• The invention of the 1st manufactured fiber rayon, or

artificial silk• Clothing that was more

functional for women who were entering the workforce.

The 1920s

• Gabrielle “Coco” Chanel – 1st designer to introduce sportswear garments for everyday wear. As well as trousers.

• Promoted styles associated with flappers• “the little black dress”• 1926, the Women’s Fashion

Institute designed the “one hour dress.”

The 1930s – 1950s• Dupont invented nylon,

less expensive than silk to make hosiery

• WWII fabric shortages• 1947, Christian Dior; long

hem lines, narrow shoulders and tightly fitted bodices with long, full, or narrow skirts. “The New Look”

The 1960’s

• Hippie style – fashion consisting of clothing from the Middle and Far East

• Use of bright colors, peasant embroidery, cheesecloth, and safari jackets

The 1970’s• Disco style – gold lame, leopard print, stretch halter jumpsuits, and white

clothing that glowed in ultraviolet light• Punk – intentionally torn clothing worn by young people with limited income• Feminist Movement – influenced women’s styles, such as shorter skirts and

pantsuits in the workplace.

The 1980’s • “the power look” – a uniform style of suits and

blazers with shoulder pads.• Men – a more casual style of dress; “business casual”• people no longer felt that high price determined high

fashion• fitness conscious – synthetic fabrics with easy care.

The 1990’s• Americans began dressing down, or less formally• Comfort of sport clothes and athletic clothing

became a wardrobe staple.• Grunge – a style started by youth culture. Messy,

uncombed, not too much effort.

The 2000’s

Hipster - Mixing the fringe movements of punk and grunge, hipsters have created a style based on defying style norms. – Skinny Jeans

Juicy Couture Tracksuits & UGG Boots - The comfortable tracksuit combined chic, expensive style with comfort.

Bohemian Chic - The free-spirited, Hippie inspired style includes its well-known staples: large sunglasses, flowing skirts, boots and loose jumpers