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What Is Fashion? 1 Chapter 1 What Is Fashion? What Is Fashion? Introducing Fashion Introducing Fashion Fashion History Fashion History

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What Is Fashion?

1

Chapter 1

What Is Fashion?What Is Fashion?

Introducing FashionIntroducing Fashion

Fashion HistoryFashion History

What Is Fashion?

2

Chapter Objectives

Explain the different definitions of fashion.

Identify the merchandise categories of fashion.

Explain the difference between style and design.

Identify the needs satisfied by clothing.

Discuss the early history of clothing.

Name some influential people in fashion industry.

Identify specific styles in the 20th century.

Fashion Defined

Section 1.1

In the apparel industry, fashion is the existing type of clothing that is preferred by a large segment of the public.

To many people, fashion is a current trend that is popular for frivolous reasons.

To some people, fashion is a precise style of dress or behavior that is acceptable in one year, but not in another.

To retailers, fashion is whatever is currently selling.

To sociologists, fashion represents a way of social interaction and status seeking.

Definitions of Fashion

3

What Is Fashion?

4

Merchandise Categories

Fashion retailers group merchandise into categories—basic merchandise and fashion merchandise.

fashion merchandise goods that are popular at a particular time

Section 1.1

Staple items are in the basic merchandise category.

staple items basic merchandise that customers purchase on a regular basis

What Is Fashion?

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Fashion Basics

To be successful in the fashion industry, designers, producers, marketers, and retailers must have an understanding of basic fashion terms, such as style and design.

style a particular shape or type of apparel item identified by the distinct features that make it unique

Section 1.1

design a particular or unique version of a style because of a specific arrangement of the basic design elements

What Is Fashion?

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Fashion Basics

A retail customer may select a garment based on its color.

garment any article of clothing, such as a dress, suit, coat, or sweater

Section 1.1

What Is Fashion?

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Fashion Basics

The three dimensions of color are:

Section 1.1

Hue—the quality of the color

Value—the lightness or darkness of a color

Intensity—the brightness or dullness of a color

What Is Fashion?

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Fashion Basics

Line is an element of design that directs the path of eye movement.

Shape, or silhouette, is the overall form or outline of a garment.

Texture is how the surface of a material, or fabric, feels and looks.

Function refers to the intended use or purpose of an object.

Section 1.1

Fashion Basics

Section 1.1

Design Elements

Color Line

ShapeTexture

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What Is Fashion?

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What are Fashion Products?

Fashion is anything that has strong customer appeal at a given time.

It is usually determined by personal taste.

Taste refers to the current opinion of what is attractive and appropriate for an individual and occasion.

What Is Fashion?

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What Are Fashion Products?

Fashion products include:

Section 1.1

ClothingClothing AccessoriesAccessoriesHome

FurnishingsHome

Furnishings

What Is Fashion?

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Economic ImportanceFashion can be a reflection of the economic environment.

When people are unable to satisfy their basic needs for food and shelter, style becomes less important.

Fashion serves as a historical record of culture and lifestyle.

Section 1.1

What Is Fashion?

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What is the difference between style and design?

What are four basic elements of design?

How do economic conditions affect fashion?

1.

2.

3.

Section 1.1

1.1

What Is Fashion?

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Earliest Clothing

The earliest clothing dates from about 20,000 B.C.

The earliest clothes were developed primarily for protection from the weather and environment.

The earliest clothes were made of fur, animal skin, leaves, and grass.

Section 1.2

What Is Fashion?

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Why People Wear Clothes

People have three basic clothing needs:

Section 1.2

Physical needs: protection and safety

Psychological needs: appearance enhancement

Social needs: affiliation and standards

Why People Wear Clothes

Section 1.2

Why Clothing?

Physical Needs• protection• safety

Social Needs• affiliation/fitting in• standards

PsychologicalNeeds• identity• adornment• cultural identity

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What Is Fashion?

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Sources of Clothing History

The evolution of dress can represent a visual history of a culture.

Section 1.2

Sources of clothing history include:

Actualgarments

Actualgarments

Oldpaintings

Oldpaintings

Fashionpublications

Fashionpublications PhotographsPhotographs Written

publicationsWritten

publications

What Is Fashion?

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Fashion Through the Ages

During the Industrial Revolution of the 1800s, garments began being mass-produced.

The invention of photography influenced the spread of styles.

The fashion magazine Vogue was first published in 1892.

Section 1.2

What Is Fashion?

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Historical Trendsetters

Elizabeth I– Clothing indicator of social

status

Louis XIV– Sent life-size fashion dolls to

every European court

Marie Antoinette– Trendsetter for ornate styles

Section 1.2

What Is Fashion?

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Historical Trendsetters

George Bryan “Beau” Brummell– Dandyism

dandyism during the 1880s, a style of dress for men and a lifestyle that celebrated elegance and refinement

Section 1.2

Jacqueline Kennedy Onassis– Understated elegance

The Beatles– “Mop-top” hairstyles

What Is Fashion?

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Fashion: 20th Century to the Present

The Early 1900s

Section 1.2

In 1909, Vogue features new loose-fitting clothing for women.

Women stop wearing corsets.

Skirts get slightly shorter.

The invention of rayon leads to more functional clothing.

What Is Fashion?

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Fashion: 20th Century to the Present

The 1920s

Section 1.2

Gabrielle “Coco” Chanel introduces sportswear garments and trousers for everyday wear.

Chanel promotes the style of the “flappers.”

Chanel introduces the “little black dress.”

The “one-hour dress” is invented by the Women’s Fashion Institute.

Styles are simpler.

What Is Fashion?

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Fashion: 20th Century to the Present

The 1930s–1950s

Section 1.2

Movie stars set trends for hair, makeup, and clothes.

Nylon is invented by DuPont.

To save fabric during wartime, hemlines become shorter.

Simple styles represent patriotism during wartime.

American designers become more prominent.

What Is Fashion?

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Fashion: 20th Century to the Present

The 1930s–1950s

Section 1.2

Women’s styles become more traditionally feminine in the 1950s.

Christian Dior launches a new style in 1947 called the New Look.

New Look a style of the 1940s that featured long hemlines, narrow shoulders, and tightly fitted bodices with long, full, or narrow skirts

What Is Fashion?

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Fashion: 20th Century to the Present

The 1960s

Section 1.2

Social changes, world events, and music affect fashion.

New synthetic fibers are invented.

Hippie style appears.

hippie style of the 1960s, a fashion consisting of clothing from the Middle and Far East, bright colors, peasant embroidery, cheesecloth, and safari jackets

What Is Fashion?

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Fashion: 20th Century to the Present

The 1970s

Section 1.2

Disco style appears.

disco style of the 1970s, a fashion consisting of gold lamé, leopard print, stretch halter jumpsuits, and white clothing that glowed under ultraviolet lighting

What Is Fashion?

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Fashion: 20th Century to the Present

The 1970s

Section 1.2

Punk fashion appears.

punk fashion of the 1970s, a style featuring intentionally torn clothing worn by young people with limited income, such as students and the unemployed

What Is Fashion?

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Fashion: 20th Century to the Present

The 1970s

Section 1.2

Feminist movement influences women’s styles.

feminist movement of the 1970s, the organized effort to establish equal social, economic, and political rights and opportunities for women; influenced women’s fashions with shorter hemlines and the pantsuit for the workplace

What Is Fashion?

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Fashion: 20th Century to the Present

The 1980s

Section 1.2

Professional women adopt “the power look.”

Business-casual attire appears.

High-quality products become available at moderate prices.

Stretchy, synthetic athletic wear becomes popular.

What Is Fashion?

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Fashion: 20th Century to the Present

The 1990s

Section 1.2

Americans begin dressing less formally.

Grunge style appears.

grunge a style started by the youth culture in the Pacific Northwest region of the United States in the early 1990s; it is messy, uncombed, and disheveled

Fashion industry begins to lose the ability to dictate trends.

What Is Fashion?

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Fashion: 20th Century to the Present

Fashion Today

Section 1.2

Consumers make well-informed choices about what to wear, where to shop, and how much to spend on products.

Fashion makers and marketers need to be more informed and aware of customer wants and needs.

What Is Fashion?

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What three basic needs are satisfied by the use of clothing?

How did World War II affect the fashion industry?

What fashion trends emerged in the 1980s?

1.

2.

3.

Section 1.2

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