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FASHION MERCHANDISING B STANDARD 7 – HISTORY OF FASHION STANDARD: Students will understand the basics of the history of fashion. Objective 1: Identify early history of clothing Objective 2: Identify influential people in fashion history Objective 3: Identify specific styles from the 20 th century to the present.

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Page 1: Fashion Merchandising B Standard 7 – History of  · PDF filefashion merchandising b standard 7 –history of fashion ... •identity •adornment ... fashion through the ages

FASHION MERCHANDISING B

STANDARD 7 – HISTORY OF FASHION

STANDARD: Students will understand the basics of the history of fashion.

Objective 1: Identify early history of clothing

Objective 2: Identify influential people in fashion history

Objective 3: Identify specific styles from the 20th century to the present.

Page 2: Fashion Merchandising B Standard 7 – History of  · PDF filefashion merchandising b standard 7 –history of fashion ... •identity •adornment ... fashion through the ages

THE IMPORTANCE OF FASHION

Economic and political trends, current events, and

social issues are often reflected in fashion.

Fashion serves as a historical record of culture

and lifestyle.

Personal appearance can identify social position

and reflect a person’s self-image.

Page 3: Fashion Merchandising B Standard 7 – History of  · PDF filefashion merchandising b standard 7 –history of fashion ... •identity •adornment ... fashion through the ages

ECONOMIC IMPORTANCE OF

FASHION

Fashion is one of the world’s largest industries.

It affects the global economy and local economies.

Fashion 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.

Page 4: Fashion Merchandising B Standard 7 – History of  · PDF filefashion merchandising b standard 7 –history of fashion ... •identity •adornment ... fashion through the ages

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.

Page 5: Fashion Merchandising B Standard 7 – History of  · PDF filefashion merchandising b standard 7 –history of fashion ... •identity •adornment ... fashion through the ages

WHY DO PEOPLE WEAR CLOTHES? People have 3 basic clothing needs:

Physical needs: protection and safety

Psychological needs: appearance enhancement

Social needs: affiliation and standards

Physical Needs

Psychological

Needs Social Needs

WHY CLOTHING?

• identity

• adornment

• cultural identity

• affiliation/fitting in

• standards

• protection

• safety

Page 6: Fashion Merchandising B Standard 7 – History of  · PDF filefashion merchandising b standard 7 –history of fashion ... •identity •adornment ... fashion through the ages

SOURCES OF CLOTHING HISTORY

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

Sources of clothing history include:

Actual

garmentsOld

paintings

Fashion

publicationsPhotographs

Written

Publications

Page 7: Fashion Merchandising B Standard 7 – History of  · PDF filefashion merchandising b standard 7 –history of fashion ... •identity •adornment ... fashion through the ages

FASHION THROUGH THE AGES

Centuries ago, people dressed according to what society allowed for the

social classes.

The wealthy class dictated fashion.

During the 18th century, political and social shifts contributed to the

growth and influence of the middle or working class.

During the Industrial Revolution of the 1800s, garments began being

mass-produced.

The invention of photography influenced the spread of styles.

The fashion magazineVogue was first published in 1892.

Page 8: Fashion Merchandising B Standard 7 – History of  · PDF filefashion merchandising b standard 7 –history of fashion ... •identity •adornment ... fashion through the ages

HISTORICAL TRENDSETTERS

Elizabeth I

Louis XIV

Marie Antoinette

George Bryan “Beau” Brummell

Jacqueline Kennedy Onassis

The Beatles

Page 9: Fashion Merchandising B Standard 7 – History of  · PDF filefashion merchandising b standard 7 –history of fashion ... •identity •adornment ... fashion through the ages

QUEEN ELIZABETH 1

QUEEN OF ENGLAND

Introduced clothing as indicator of social status.

Her look consisted of:

Tudor Ruffs – large, round collar

Epaulets – shoulder adornments

Jeweled wigs

Plucked her head and brows

Rib-crushing corsets

Hoop Skirt

Page 10: Fashion Merchandising B Standard 7 – History of  · PDF filefashion merchandising b standard 7 –history of fashion ... •identity •adornment ... fashion through the ages

LOUIS XIV

KING OF FRANCE He sent life-sized fashion dolls to every European court, so that all of

Europe would know about Paris fashions.

The dolls were dressed in the latest styles.

Tailors copied the clothes, footwear, hats, and accessories on the dolls

for nobility in other countries.

Page 11: Fashion Merchandising B Standard 7 – History of  · PDF filefashion merchandising b standard 7 –history of fashion ... •identity •adornment ... fashion through the ages

MARIE ANTOINETTE

QUEEN OF FRANCE She was a trendsetter for ornate styles of the late 18th century.

She would use paste to whiten and stiffen her hair to extreme heights.

Her excessive fashion included high headdresses, plumes, and

voluminous dresses.

Page 12: Fashion Merchandising B Standard 7 – History of  · PDF filefashion merchandising b standard 7 –history of fashion ... •identity •adornment ... fashion through the ages

GEORGE BRYAN “BEAU” BRUMMEL

Led the trends for men in early 1800s

He claimed to take 5 hours to get dressed.

His style is known as “Dandyism” which was a style of dress for

men and a lifestyle that celebrated elegance and refinement.

Straight posture, well-fitting clothing, and accessories such as a

top hat, tailcoat, and white gloves were all characteristics of a

“Dandy”.

Page 13: Fashion Merchandising B Standard 7 – History of  · PDF filefashion merchandising b standard 7 –history of fashion ... •identity •adornment ... fashion through the ages

JACQUELINE KENNEDY ONASSIS

Known for her understated elegance.

1960s First Lady of the United States.

Trademark pillbox hat

Trademark suits with three-quarter sleeves

Today some of her wardrobe is conserved at the John F. Kennedy

Library and Museum in Boston.

Page 14: Fashion Merchandising B Standard 7 – History of  · PDF filefashion merchandising b standard 7 –history of fashion ... •identity •adornment ... fashion through the ages

THE BEATLES

Came to America in 1964 as the famous trendsetting British band.

“Mop-top” hairstyles

This fashion challenged the shorthaired, conservative look of the crew

cut.

While longer hairstyles became standard for men by the 1970s, they

were extreme in the early 1960s with the Beatles.

Page 15: Fashion Merchandising B Standard 7 – History of  · PDF filefashion merchandising b standard 7 –history of fashion ... •identity •adornment ... fashion through the ages

THE LATE 1800S

By the end of the Victorian era of the 1800s, women were wearing

corsets to shape their bodies into an unnatural “S-bend” to create a

more feminine silhouette.

They wore slim-fitting skirts, long sleeves, and high collars for a look

that was feminine but stiff.

The death of England’s Queen Victoria in 1901 marked a fashion

milestone and the beginning of economic, social, and technological

changes.

Page 16: Fashion Merchandising B Standard 7 – History of  · PDF filefashion merchandising b standard 7 –history of fashion ... •identity •adornment ... fashion through the ages

THE EARLY 1900S

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.

Page 17: Fashion Merchandising B Standard 7 – History of  · PDF filefashion merchandising b standard 7 –history of fashion ... •identity •adornment ... fashion through the ages

THE 1920S 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.

Page 18: Fashion Merchandising B Standard 7 – History of  · PDF filefashion merchandising b standard 7 –history of fashion ... •identity •adornment ... fashion through the ages

1930S – 1950S 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.

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

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

The New Look featured long hemlines, narrow shoulders, and tightly fitted

bodices with long, full, or narrow skirts.

Page 19: Fashion Merchandising B Standard 7 – History of  · PDF filefashion merchandising b standard 7 –history of fashion ... •identity •adornment ... fashion through the ages

1960SSocial changes, world events, and music affect

fashion.

New synthetic fibers are invented.

Hippie style appears. Hippie style is a fashion consisting of clothing from the Middle & Far East,

bright colors, peasant embroidery, cheesecloth, and safari hats.

Page 20: Fashion Merchandising B Standard 7 – History of  · PDF filefashion merchandising b standard 7 –history of fashion ... •identity •adornment ... fashion through the ages

1970S Disco Style consisted of gold lame, leopard print, stretch halter jumpsuits,

and white clothing that glowed under ultra violet lighting. The movie Saturday Night Fever highlighted the flared trousers, pastel-colored jackets, and platform shoes popular during the disco era.

Punk Fashion was a style featuring intentionally torn clothing worn by young people. Frayed trousers and Doc Martens were part of the punk style. Pieces of fabrics were held together with safety pins and chains. While torn clothing, frayed edges, and damaged print fabrics are not unusual styles in the 21st century, during the 1970s, the look shocked people.

Feminist Movement was the organized effort to establish equal social, economic, and political rights and opportunities for women. It influenced women’s styles, such as shorter skirts and the pantsuit for the workplace.

Page 21: Fashion Merchandising B Standard 7 – History of  · PDF filefashion merchandising b standard 7 –history of fashion ... •identity •adornment ... fashion through the ages

1980S Professional women adopt “the power look.”

Business-casual attire appears.

High-quality products become available at moderate prices.

Stretchy, synthetic athletic wear becomes popular.

Page 22: Fashion Merchandising B Standard 7 – History of  · PDF filefashion merchandising b standard 7 –history of fashion ... •identity •adornment ... fashion through the ages

1990SAmericans begin dressing less formally.

Grunge style appears Grunge is 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.

Page 23: Fashion Merchandising B Standard 7 – History of  · PDF filefashion merchandising b standard 7 –history of fashion ... •identity •adornment ... fashion through the ages

2000SMixing color, texture and pattern

Short layers over long

End of haute couture influence