What should an ideal fashion label consist of?
Fashion history of the 10s
The beginning of the century begins with ominous events: In 1914 the First World War breaks out and a lot changes. Women are allowed to wear insignificantly shorter skirts: the hem can now reach just below the ankle. With many husbands serving at the front, the work of men at home is left to women. Now you are solely responsible for the well-being of the children and the house. Heavy, constricting garments disappear and make room for simple, functional skirts, blouses and long coats. Popular items of clothing are the war crinoline or the long bell-shaped skirt. Due to the loneliness caused by the war and the grief in the event of a loss, the colors black and gray dominate. High, tight stand-up collars ensure an upright posture and expressive women who look confident and strong with their updos. So the head of hair does not get in the way of all work. On special occasions such as B. a birthday party or going to church, a lush hat is put on.
Fashion history of the 20s
The glittering looks of the 20s with their long feather boas and precious pearl necklaces are no coincidence. They are the result of the first world war. The population learns to live again after the barren war years: from 1926 the economic boom sets in, film becomes a mass medium and women celebrate their emancipation with countless new job profiles. In line with technical progress, the social image should also be youthful and fresh: after a long period of deprivation, sporting activities, intensive discussions and glamorous dance evenings come back to the fore. The lust for life is actively celebrated and also expressed in fashion: where corsages, lush breasts and accentuated hips were still to be seen in the decade before, feathers, fringes and pendants are in vogue in the 20s. Women express their emancipation with an androgynous look and start smoking in public. The strong personality of Coco Chanel is often considered the icon of the decade. A consistently slim silhouette, with a waist at thigh height and a skirt length to the knee, characterizes the image of women. So-called flapper dresses and Charleston dresses were a must in every closet! The hairstyles are also changing to short bob hairs, which replace the long female whale manes. Long pearl necklaces, elegant cloches and tulle handbags are popular accessories that the modern woman should not be without. Fur is also very popular in the 20s - this is where v. a. the skins of more affordable animals such as B. processed mole or muskrat.
Fashion history of the 30s
In the 30s it got turbulent, because mass unemployment runs like a red thread through the decade and is the result of the beginning global economic crisis. The fat years of celebration and glamor are finally over when the National Socialists come to power in 1933. By 1939 at the latest, when the Second World War heralds its start with the takeover of Poland, the carefree days are numbered. During this decade there are some technical developments due to the war, such as: B. the radio as an everyday medium suitable for the masses. At that time it was called "Volksempfänger".
From a fashion point of view, political developments also leave their mark: nylon is invented and immediately tried out with combinations of bell-shaped skirts and blouses. The fashion gets a practical touch and the trend is towards costumes and wide-cut trousers, the so-called Marlene trousers. The actress Marlene Dietrich gives its name to the wide trousers. The look is rounded off with short boleros. Androgyny is discarded, femininity and girlhood are propagated. The ideal of beauty envisions slim and slim women. Flowing fabrics should subtly emphasize femininity and visually stretch the body. A laced waist leads to endlessly long legs. The hair is also worn longer again or pinned up as a neck roll. Despite the recurring femininity, the necklines remain largely hidden.
Fashion history of the 40s
The current of the ideal of femininity celebrates its persistence and its climax in the 1940s. The Second World War casts a dark shadow over the lives of many. Everyday life is characterized by worries, suffering and fear. Life-threatening problems, such as food procurement, air strikes and family care, make it even more difficult. During the lean war years, there is forced rationing, hunger, destruction and death. Fashion has to suffer from it all the more: it now has to be useful and conserve resources. Excess decorations such as embroidery, fur or accessories are therefore generally prohibited.
Due to the rationing of textiles, clothing must consist of as little material as possible: short, narrow cuts and pencil skirts defined the silhouette of the 1940s. Often the women resort to old men's clothes that they sew around. The style of clothing is inspired by the military. That is why costumes appear very strict and straightforward. Broad shoulders and a narrow high waist also emphasize this style. These hourglass silhouettes are not just a delight for women. As a result of the Nazi regime, German traditional costume fashion became popular again. Women wear pointed bralets under their clothes. The French capital Paris remains as a fashion city with haute couture and designer Christian Dior despite all stylistic takeover attempts by the Germans.
Fashion history of the 50s
Similar to the beginning of the century, after the war, people are again longing for excessive lust for life and exclusive luxury goods. After the previous decade was marked by war and destruction, poverty and hardship, the 50s, accompanied by groovy rock'n roll music, are a decade of boom. The economic miracle provided undreamt-of financial capacities and clothing became the figurehead of financial status. The American occupation forces shape the taste and attitude towards life of the Germans: It is the time of kidney tables and milk bars; the Hawaiian toast is on everyone's lips and the jukebox is the daily entertainer. The American influence creates a generation conflict, which is also reflected in fashion: while parents want to instill virtue and morality in their children, the rebellious youth prefer to let their hips revolve around rock'n'roll. One rebels against the snobbery of the older generation. Visually, this attitude manifests itself in skin-tight jeans that fit like leggings and are often combined with ballerinas, pencil skirts and sweeping petticoats.
Until finally Christian Diors shaped the “new look” with calf-length, wide-flared skirts and tight-fitting blouses. The costume is becoming an evergreen - strongly tailored, with a feminine peplum and elaborate lapels, it corresponds to the serious extravagance of the 50s. Pants are almost completely disappearing from women's wardrobes - they are worn in the form of capri pants, if only for pragmatic reasons. Icon of femininity and fashion star of timeless elegance is the famous Audrey Hepburn. Hats are considered a particularly elegant accessory. While you do your work during the day in a pleated skirt or twin set, you can help yourself to cheeky cocktail dresses with bare shoulders in the evening. The hair is again a little shorter, pinned up, tucked up or worn wavy. Going out of the house without eyeliner is almost unthinkable. Stiletto heels with stiletto heels conjure up long, slim legs and the corsetry pushes where you want it.
Fashion history of the 60s
The 1960s brought a breath of fresh air to society and its understanding of fashion: student movements and civil rights unrest set the tone in politics and caused a rethink in society - a wild era dawned, which made voices loud for individuality and freedom. With non-violent sit-ins, the young people are protesting against racial discrimination and a more open sexual awareness: the so-called flower power movement is creating a whole new sexual morality with the accompanying community building.
While in the 50s a lot of emphasis was placed on etiquette and appropriate behavior, in the 60s the youth took over the fashionable helm. Breaking out of the rigid conventions is celebrated as a liberation and the young world quickly becomes a social model: The fashion claim is subject to intellectual change: the elitist function of belonging to a certain class gives way to the dynamic philosophy of life. The psychedelic color combinations and graphic patterns are typical of the style of the 60s. The bell-bottoms are celebrating their entry into women's wardrobes and the innovation of the miniskirt is causing a sensation. Supermodel Twiggy and the Beehive will be well remembered by many a child of the 60s. Wide belts, oversized earrings, hairbands and chains are also part of the fashionable image of this time.
70s fashion history
From a political point of view, the 1960s were only the tip of an iceberg: a decade later, the famous Watergate affair broke out, the world was experiencing an oil crisis, and voices calling for women's rights were rising. The soccer world championship is being celebrated in Germany, two years earlier there was an assassination attempt at the Olympic Games in Munich. The 70s are the real protest years. The youth rebel against the social order.
In terms of fashion, this decade also has a lot to offer: Various styles are establishing themselves, because the effects of the 1968 movement are still noticeable. The hippie fashion continues to be very popular among the youth, i. H. especially flower power, as well as colorful peace signs and flowers, are still popular. Wide sleeves and self-crocheted things make it big. The dark incidents of the Vietnam War are countered by colorful, patterned, embroidered fashion. Thematically, peace, pacifism and the newly acquired (sexual) freedom dominate in the 70s. Since the oil crisis at the latest, naturalness has also become the prevailing creed in fashion again: women and men have fallen for a real knitting and crochet madness, because they not only create garments from yarn. Meanwhile, women wear floor-length dresses and skirts, shirt dresses, pleated and tweed skirts are becoming fashionable again. Instead of the mini skirt, the invention of the hot pants is causing outrage. Also new in the 70s is the punk movement with its black leather outfits or tattered jeans, which serve to protest and rebel against social values and conditions. Characterized by the stormy times, the opposition attitude of the young people is also expressed in imitation military uniforms in everyday life: parkas, boots in khaki and camouflage patterns become counter-symbols of state militarism. On the other hand, it becomes colorful and gaudy with the advent of disco fashion: bell-bottoms, platform shoes, catsuits and materials such as lurex, PVC or satin fly across the dance floor to the music of Staurday Night Fever.
80s fashion history
Like every decade, the 80s also have to struggle with upheavals in society and politics: This decade tries to counteract the consequences of the first Gulf War in a contrasting, colorful and iconic way. Ronald Reagan is listed as President of the United States and AIDS is listed as a contagious disease. The disaster in Chernobyl casts dark shadows, while the Iron Curtain falls in Hungary, closely followed by the Berlin Wall. In this decade, the medialization slowly begins to pick up speed, with the result that film, television and music are having an ever-increasing influence on people and thus also on their fashion and lifestyle:
From a fashion perspective, the 80s are very style-defining and sometimes just weird. The fashion is wild but elegant at the same time. Keywords of the decade are v. a. Dress for success and power dressing. Brands and exclusive fashion labels show who you are. The aspirations of the 60s have been reversed, because fashion is once again an expression of status. Regardless of the label, distinctive shapes and a clear, characteristic silhouette are en vogue. TV series such as Dallas, Denver Clan or Miami Vice influence the style of clothing: women wore blouses, tops or jackets with shoulder pads, plus tight skirts with narrow waists and wide belts with eye-catching buckles. Since a current always needs a countercurrent, wildly patterned or neon-colored baggy sweaters with leggings, headbands and cuffs can also be seen on the sidewalks. The trousers as an everyday item of clothing enjoy the carrot shape or pleats. Tight jeans, like the Levi's 501, are also very popular. To match the unusually weird look on the body, the head continues with wild hairstyles: With half a ton of hairspray, perm, mullet or short haircuts are teased or blow-dried.
90s fashion history
In the streets there is a willingness to experiment when it comes to fashion: In the nineties, the influence of music videos on fashion is undeniable: together with the emergence of techno music, shrill, bright colors, crop tops and platform shoes find their way into wardrobes. Scuffed clothes and ripped jeans define the grunge look. The Love Parade, launched in 1996, celebrates the computer-generated world. Wide trousers, terry cloth outfits and platform shoes complete every outfit. Thanks to many girl bands, such as the Spice Girls, women try to be dressed girly, flashy and edgy. This is why short skirts, tight bell-bottoms, tight tops and sneakers with platform soles are all the rage: The Buffalos' finest hour struck in the 90s. Another trend that not only caused a sensation in the 90s was the grunge look. The British top model Kate Moss is not only an icon of this style, but also a figurehead of the increasing madness madness: Sunken cheekbones, dark circles under the eyes and emaciated body. At the age of 35, it still looks like you are in middle school and vice versa - however, the figurehead of the 90s movement was musician Kurt Cobain with lumberjack and flannel shirts that he wore with tattered jeans. In general, second-hand shops are very popular in this decade. As already mentioned, the styles of music shape the fashion world: In the hip-hop scene, baggy trousers are a trademark. Braided or long hair, piercings and tattoos are not only becoming popular with metal workers. But they also collect Diddl sheets, Pokemon cards and Tamagotchis for this purpose.
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