Modern Age 1960-2006
Dec 26, 2015
Modern Age1960-2006
Overview Globalizing economy Trade agreements, outsourced production Identity Politics: 1964 Civil Rights Act, sexual revolution 1964 JFK killed, 1968 MLK Media increase-60s television, 90s internet
Music-based movements-street style E-commerce, TARGET markets
60s 1959 PANTYhose Protests: Cuba, Mid-East, Vietnam
Travel, visibility, awareness (eclectic) Avant-garde: Paco Rabanne, Pierre Cardin,
Yves St. Laurent (nontraditional materials) Youthquake: Quant-MOD; Twiggy-
supermodel 1964 Beatles
60s contd. 1966 Star Trek (SPACE)
Courreges, moon girl (trouser suits, & YSL) Givenchy, Hepburn (1961) Pucci, Op Art (also Warhol, Mondrian-YSL) Oleg Cassini, Jackie Kennedy
American Fashion in limelight
Hippies: solidarity w/working class Like French Revolution! Ethnic, Rock (Hendrix, Joplin), “Hair”, Woodstock (69)
African garments/hairstyles: symbols of resistance
70s Star Wars (1977); Saturday Night Fever, DISCO
(Halston); Annie Hall, androgynous; Shaft, blaxploitation
Glam Rock (Elton John, Bowie, Cooper) Punk-Vivienne Westwood, Sex Pistols Designer Jeans, leisure suits, t-
shirt as social statement Japan economic growth-designers (into 80s)-Kenzo,
Yamamoto, Kawakubo, Miyake Product Licensing for mass merchants
JCPenney/Halston
80s Economic stability (Reagan/Thatcher)
Consumerist Spirit Casual wear boom
Donna Karan, Perry Ellis, Ralph Lauren, Calvin Klein
Fitness craze, Flashdance, 1983 Sports brands, branding
Gaultier-Madonna, Underwear as Outerwear Wealthy/royal fashion leaders, Lady Di (1981)
Designer Decade, 80s contd. Marc Jacobs, Lacroix, Thierry Mugler, Versace,
Lagerfeld (for Chanel) Armani-yuppies, American Gigolo
Power suitsOther film/TV
Top Gun (85), Wall Street (87) Dallas (78-91), Dynasty (81-89), Miami Vice
(84-89) MTV (1981), marriage-music/TV/fashion
90s Globalization
1989 Fall of Berlin; 1991 Dissolution of Soviet Union; 1991 Gulf War; 1993/1995 NAFTA, WTO
Global retail Walmart “Glocalizing” products for varied markets Automatic Inventory Control, CAD
Music + Grunge: flannel, cargo pants, vintage
Anna Sui Also Goth-black, platforms…body modifications
spread/mainstream
Hip-Hop: oversized, branding/logos Phat Farm, Sean John, Kangol
Postmodern/deconstruction; recycling/historicism Helmut Lang, Margiela, Galliano, McQueen, Ozbek, Dolce &
Gabbana Brand Reinvention: Gucci, Prada Designer as celebrity: Mizrahi, Ford
(Not on test)2000 new millenium, world balance Terrorist attacks 2001, 2004, 2005 Patriotism China, economic power/manufacturing Cuban-Narciso Rodriguez
Lebanese, Elie Saab Chinese-American, Vera Wang
Partnerships Proenza Schouler, Heatherette Diesel, Etro
Technology in fashion accessories
iPod ready jeans Techno textiles
UV, performance E-commerce and 2005 no quotas Product placement
Designer placement, “Sex and the City” YOUTH styles, conspicuous, “bling”, metrosexual
Music/designers: Stefani, JLo Eco everything-environmentally responsible,
socially responsible retail