100 YEARS OF

FASHION

A very Brief History

1920’S
 EVENTS 1920’S
 Post WW1, Paris
Influence
 Women’s Vote

 Prohibition

 Talking Movies

 Increasing Prosperity

 Modern Art, music,

literature
 Birth of Sportswear
PUBLIC REACTIONS – 1920’S
 Daring looks and
behavior
 Freedom for the body

 Short hair styles

 Women begin to smoke

 Dancing (Charleston)
 FASHION TRENDS – 1920’S
 Chemise Dresses
 Short skirts

 T-strap shoes

 Cloche hats

 Costume looks

 Long strands of beads

 DESIGNERS – 1920’S
 Madeleine Vionnet
 Jean Patou

 Edward Molyneaux

 Coco Channel

 Norman Hartnell

 Jeanne Lanvin
1930’S
EVENTS – 1930’S
 Depression era
 Unemployment, little $

 Hollywood influence;
stars and designers
 Rayon and acetate fabrics

 Big bands, swing music

PUBLIC REACTIONS – 1930’S
 Frugality, conservatism
 “The little woman”

 “Make do” attitude

FASHION TRENDS 1930’S
 Soft looks, light fabrics
 Long hems, bias cuts

 Big hats, big brims

 Fox fur-collared coats

 Wraps

 Platform shoes

 Broad shouldered jackets

 1930’S DESIGNERS
 Madame Gres
 Elsa Schiaparelli

 Vera Maxwell

 Mainbocher

 Jean Dresses
1940’S
EVENTS – 1940’S
 World War II:
government restrictions
 Shortage of materials

 Emergence of American
designers
 Exit France as fashion
source
 Crooners: Crosby, Sinatra

 Radio, records

 Dior – 1947 “New Look”

1940’S - PUBLIC REACTIONS
 Women take men’s jobs
 Glamour, pinup girls

 Strong nationalism

 Common cause
philosophy
FASHION TRENDS 1940’S
 Mannish suits, tailored ,
peplum jackets
 Padded shoulders

 Knee-length straight
skirts
 Soft, shoulder-length hair

 ¾ length coats

 Debut of the bikini

 1940’S DESIGNERS
 Claire McCardell
 Norman Norell

 Christian Dior

 Cristobal Balenciaga

 Bonnie Cashin

 Adrian

 Pauline Trigere

 Nina Ricci
1950’S
EVENTS – 1950’S
 Baby boom – population
increasing
 Korean war

 Move to suburbs

 Income rising

 More imports

 Improved transportation,
communications (TV)
 Birth of Rock ‘n’ roll

 More synthetics, finishes

1950’S - PUBLIC REACTIONS
 Buy new homes,
appliances
 Conformity

 Improved quality of
family life
 Increased leisure time
used for sports &
recreation
 The station wagon
FASHION TRENDS 1950’S
 Classics – shirtwaist dress
 Sweater sets

 Unisex looks

 Sportswear

 Ivy League look: button-

down shirts, skinny ties,
gray flannel suit
 Car coats

 Capri pants
 1950’S DESIGNERS
 Hubert de Givenchy
 Mary Quant

 Yves Saint Laurent

 James Galanos

 Donald Brooks

 Gucci

 Missoni
1960’S
EVENTS – 1960’S
 Rise of shopping centers,
boutiques
 New technology – stretch
fabrics
 Designer names

 Civil rights movement

 Woodstock

 Vietnam war; antiwar

movement
 London influence: The
Beatles, Twiggy, Mod
1960’S - PUBLIC REACTIONS
 New sexual freedom
 Experimental in fashion

 Antiestablishment
attitudes
 Generation gap

 Divorce, singles

 Drug experimentation

 Identity seeking, new

values
FASHION TRENDS 1960’S
 Jeans
 Miniskirts

 Knits, polyesther

 Ethnic clothing & crafts

 Wild use of color patterns

 Long hair, wigs

 Vinyl, synthetic fabrics

 Turtlenecks, wide ties,

Nehru jackets, golf
coordinates
 1960’S DESIGNERS
 Andre Courreges
 Pierre Cardin

 Anne Klein

 Geoffrey Beene

 Halston

 Rudi Gernreich

 Emilio Pucci

 Valentino

 Emanuel Ungaro
1970’S
EVENTS – 1970’S
 Equal Rights, Women’s
Lib
 Women working outside
the home
 Ecology, conservation

 Stabilizing economy

 End of Vietnam War

 Disco dancing, clubs

 Consumerism
1970’S - PUBLIC REACTIONS
 Individualism
 Back to nature, health
foods, natural fibers
 Urban renewal, interest in
cities & their problems
 Equal Rights Amendment

 Overseas manufacturing
FASHION TRENDS 1970’S
 Pantsuits / women
 Leisure suits / men

 Jeans: bell bottoms,

straight & tapered leg
 T-shirts, tank tops, boots

 Classic blazer, shirt,

investment clothing
 Hot pants

 Romantic looks
 1970’S DESIGNERS
 Bill Blass
 Ralph Lauren

 Zandra Rhodes

 Giorgio Armani

 Calvin Klein

 Vivienne Westwood

 Betsy Johnson

 Oscar de la Renta

 Bob Mackie

 Norma Kamali
1980’S
EVENTS – 1980’S
 Computer explosion
 Music videos

 Yuppies

 Two income families

 New baby boom

 Moves: Fame, Flashdance

 Birth of MTV

 Licensing arrangements
1980’S - PUBLIC REACTIONS
 Buy home computers
 Michael Jackson, youth
hero
 Entrepreneurship
 Day-care centers
 Graffiti art
 London influence – Punk,
Boy George, Culture
Club
 Patriotism
 Proliferation of malls
FASHION TRENDS 1980’S
 Punk hairdos
 Androgynous dressing

 Torn clothes fad

 Hats return for everyone

 Backpacks as fashion

 Tailored suits and classic

dressing
 Sneakers for everyday
wear
 1980’S DESIGNERS
 Donna Karan
 Perry Ellis

 Christian Lacroix

 Gianni Versace

 Tommy Hilfiger

 Issay Miyake

 Michael Kors

 Karl Lagerfeld

 Jean-Paul Gaultier

 Liz Claiborne
1990’S
EVENTS – 1990’S
 Gulf war
 Economic recession

 High-tech industry
growth
 Rise of terrorism

 NAFTA, GATT

 Cellular phones
proliferate
 Sex and the City
1990’S - PUBLIC REACTIONS
 Expansion of companies
overseas
 Business failures,
consolidations &
takeovers
 Casual Fridays

 Proliferation of foreign
manufacturing
FASHION TRENDS 1990’S
 Grunge
 Retro
 Chunky shoes
 Rise of vintage
 Innerwear as outerwear
 Layering
 Decade of the supermodel
 Slip dresses, chinos
 Image & branding more
important than style
change
 1990’S DESIGNERS
 Isaac Mizrahi
 John Galliano

 Vera Wang

 Marc Jacobs

 Prada

 Alexander McQueen

 Tom Ford

 Narcisco Rodriguez

 Dolce & Gabbana

 Jil Sander
2000’S
EVENTS – 2000’S
 Expansion of
communication
technology
 September 11th terrorist
attacks
 Emergence of the Euro
2000’S - PUBLIC REACTIONS
 Online shopping
 Merchant/vendor data
sharing
2000’S – FASHION TRENDS
 Mixing color, texture and
pattern
 Short layers over long

 End of haute couture

influence
 2000’S DESIGNERS
 Zac Posen
 Phillip Lim

 Nicolas Ghesquiere

 Stella McCartney

 Proenza Schouler

 Roberto Cavali

 Viktor & Rolf

 Peter Som