Fashion and Youth in the 20th Century

Paper Summary:

The paper looks at the trends in women's clothing, starting from the conservative haute couture era of 1900-1920. The paper then discusses the following era of fashion design with its significant social development for women, the New Look fashion of the 1940s, and the trends of the '60s and '70s when the youth entered the mainstream of fashion targeting. The paper discusses how the '80s brought a return to more elegant and expensive looking designer styles, but designers such as Calvin Klein and Ralph Lauren began producing ready to wear lines for less affluent customers. The paper also discusses how today, young people look for styles that are comfortable and also look to celebrities as their fashion models. The paper notes the presence of male fashion today where fashion and sports are fusing more than ever before. The paper also points out that European billionaires are considered to dress much better than American billionaires, who wear baggy clothing and jeans, and in effect are emulating the youth.

From the Paper:

"In an area which is always in a state of flux, fashion has evolved over the last century. Fashion is characterized over the last century by upheaval and fly-by-night fads, through such fashions evolutions as rear-enhancing bustles, short flapper dresses, wide-leg bell bottoms, and deliberately ripped jeans. These are just some of the fashion trends that make up the history of fashion in the western world, as much influenced by elite runway styles as street culture. Fashion has embraced the entire range of styles over the years, and the one constant of fashion has been variation and trends. Though fashion history indicates it was not always so, the youth of course have of late always represented the target of fashion marketing, not only because styles are so visible and contagious in the school environment, but because of the longstanding customer base that once they grow up will continue to trust and rely on the same brands to help set their fashion standards and express themselves fashion wise in, in society where appearances are essential, highly prioritized, and embraced."

Sample of Sources Used:

• "The Cycle of Fashion." 2000: http://fashionworlds.blogspot.com/2000_01_20_fashionworlds_archive.html
• Dodd, Ann-marie. "DESIGNERS INFLUENCE FASHION, BUT THEY HAVE A GREAT SPORTING CAST; PANEL WEIGHS POWER OF ATHLETES ON TODAY'S YOUTH APPAREL MARKET." Daily News Record." February 21, 2000, p. NA.
• Hall, Lee. 1992. Common Threads: A Parade of American Clothing. Boston: Little, Brown.
• "The History of 20th Century Women's Clothing." 2003: http://www.randomhistory.com/1-50/003clothing.html
• Menkes, Suzy. "Mensware / Milan : 'Old Europe' vs. America." June 27, 2003: http://www.iht.com/articles/2003/06/27/fash_ed3__0.php

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