Major shifts in women's fashion from 1960-present day are attributed to social movements, public figures, cultural fads, and new developments in technology. Unlike previous decades, not all women aspired to have the same types of clothing. A period of independence was born, and women looked to fashion to express their new freedoms. Clothes became more accessible as decades progressed. There are now countless shopping malls and departments stores, allowing fashion to be a major part of American culture. From the 1960s-today, the role of women has transformed dramatically, and with it, fashion has too.
1961-1963: First Lady Jackie Kennedy as a Style Icon
Jackie Kennedy's legacy is not just one of fashion, but rather of an entire lifestyle. She had great manners, great design taste, and was very educated. Soon after JFK became president, the public was captivated by Jackie and many women wanted to be just like her (Dyas). Jackie's style can be defined in two words: classy and simple. Her modest approach to fashion included sleek shift dresses, natural makeup, and pillbox hats. Certain trends such as three-quarter length sleeves, little black dresses, big sunglasses, silk, scarves, and the Lilly Pulitzer brand were made famous by the first lady (Dyas). Fashion and clothing expert, Steven Porterfield, states,"Whatever she wore, people wore. The full dresses and big hats of the 1950s were gone. Most of Jackie's things were in solid colors with very little ornamentation," ("Expert to Discuss"). Jackie Kennedy's style was easy for women to emulate even if they couldn't afford famous designer brands, because it was so simple. Solid colors and little embellishment were found in many stores, allowing more women to "live the Jackie Kennedy life." Although her style may seem extremely simple, Jackie Kennedy was a mastermind behind her fashion. According to The New York Daily News, Jackie knew exactly what she wanted to wear and hired a personal shopper in order to meet those needs (Harding). Her expertise and persona of being, in a sense, perfect, allowed her to become an icon for women during the 1960s.
Jackie Kennedy's legacy is not just one of fashion, but rather of an entire lifestyle. She had great manners, great design taste, and was very educated. Soon after JFK became president, the public was captivated by Jackie and many women wanted to be just like her (Dyas). Jackie's style can be defined in two words: classy and simple. Her modest approach to fashion included sleek shift dresses, natural makeup, and pillbox hats. Certain trends such as three-quarter length sleeves, little black dresses, big sunglasses, silk, scarves, and the Lilly Pulitzer brand were made famous by the first lady (Dyas). Fashion and clothing expert, Steven Porterfield, states,"Whatever she wore, people wore. The full dresses and big hats of the 1950s were gone. Most of Jackie's things were in solid colors with very little ornamentation," ("Expert to Discuss"). Jackie Kennedy's style was easy for women to emulate even if they couldn't afford famous designer brands, because it was so simple. Solid colors and little embellishment were found in many stores, allowing more women to "live the Jackie Kennedy life." Although her style may seem extremely simple, Jackie Kennedy was a mastermind behind her fashion. According to The New York Daily News, Jackie knew exactly what she wanted to wear and hired a personal shopper in order to meet those needs (Harding). Her expertise and persona of being, in a sense, perfect, allowed her to become an icon for women during the 1960s.
Slideshow of Jackie Kennedy's style. Notice the simple, yet elegant beauty that allowed for her to become an icon.
1960-1970: Social Movements Influence Popular Fashions
The 1960s experienced a large amount of social movements brought forth by discriminated groups demanding equal rights. The feminist movement, sexual revolution, and Vietnam War caused a change in the male breadwinner nuclear family of the 1950s. Women challenged the housewife stereotype and created a growing movement for the recognition of their believed rights and abilities. The sexual revolution questioned the patriarchal role in the family and allowed women to be seen in a more masculine form. Both of these movements led to more unisex clothing. For the first time, it was acceptable for women to wear pants for leisure. Pants were considered to be modern and fresh while skirts were simply safe ("Pants Phenomenon"). Some fashion companies endorsed pants and women celebrities were seen wearing pants in their everyday ensembles (Wilson). Because of the sexual revolution and feminism's threat to the male breadwinner model, it was often joked about who really "wore the pants" in a family. Vietnam War opposition caused teens to revolt against standard ways and create the stereotype known as the “hippie.” The women of the “hippie” culture wore natural, free-flowing, and comfortable clothes. The purpose of these clothes was to promote peace and love, amidst the protests and chaos occurring. All of these social movements significantly altered women's clothing while enhancing the lives of those demanding more rights.
The 1960s experienced a large amount of social movements brought forth by discriminated groups demanding equal rights. The feminist movement, sexual revolution, and Vietnam War caused a change in the male breadwinner nuclear family of the 1950s. Women challenged the housewife stereotype and created a growing movement for the recognition of their believed rights and abilities. The sexual revolution questioned the patriarchal role in the family and allowed women to be seen in a more masculine form. Both of these movements led to more unisex clothing. For the first time, it was acceptable for women to wear pants for leisure. Pants were considered to be modern and fresh while skirts were simply safe ("Pants Phenomenon"). Some fashion companies endorsed pants and women celebrities were seen wearing pants in their everyday ensembles (Wilson). Because of the sexual revolution and feminism's threat to the male breadwinner model, it was often joked about who really "wore the pants" in a family. Vietnam War opposition caused teens to revolt against standard ways and create the stereotype known as the “hippie.” The women of the “hippie” culture wore natural, free-flowing, and comfortable clothes. The purpose of these clothes was to promote peace and love, amidst the protests and chaos occurring. All of these social movements significantly altered women's clothing while enhancing the lives of those demanding more rights.
This picture is from a 1966 women's fashion magazine for Spiegel. Note how the suits are displayed in a leisurely fashion. The magazine also includes pictures of the suits in skirt form. As evident in the top left picture, the pants allowed women to feel more liberated and powerful.
1980s-The Exercise Craze and Power Suits
Almost every aspect of pop culture in the 1980s was influenced by the fitness craze ("Go Retro"). High top sneakers, sweat pants, and leggings served as exercise clothing but also sneaked their way into everyday street wear. Fitness video hosts and advancements in sports technology allowed women to view exercising as a fun activity ("Flashback Friday"). Adult exercisers, such as Richard Simmons, had a passion for fitness and influenced the creation of the fitness boom. For a complete list of the top 25 fashion trends during the fitness craze, click on this link: http://www.acefitness.org/acefit/fitness-programs-article/2828/ACEFit-workout-advice-and-exercise-tips/. The neon spandex, however, didn’t completely dominate all aspects of women’s lives during the 80s. Women in the workplace began to wear power suits. A 1980 newspaper states that more than half of American women, for the first time in history, were working in jobs outside of their homes (Mall). Women fought for more rights and gained leadership roles in the workplace. This was a shift from the previous, male dominated manner businesses had operated. According to Vogue, "Power suits were part of "The New Active Style,” which featured suits designed to carry the wearer seamlessly from her executive position in the Financial District to her position behind a baby carriage in Central Park,” ("Turning Points"). The suit included shoulder pads to exaggerate a woman’s shoulders and make her to appear to have a more masculine physique. Not long after the major feminist movement of the 1960-70s, women started acting more authoritative and confident, in part due to their clothing. Power suits allowed women to “dress for success.” In the 1980s, fitness drove women to make an assertive, but modest statement with their clothing. In order to succeed, women in leadership roles generated the need for bold statement wear, such as power suits.
Almost every aspect of pop culture in the 1980s was influenced by the fitness craze ("Go Retro"). High top sneakers, sweat pants, and leggings served as exercise clothing but also sneaked their way into everyday street wear. Fitness video hosts and advancements in sports technology allowed women to view exercising as a fun activity ("Flashback Friday"). Adult exercisers, such as Richard Simmons, had a passion for fitness and influenced the creation of the fitness boom. For a complete list of the top 25 fashion trends during the fitness craze, click on this link: http://www.acefitness.org/acefit/fitness-programs-article/2828/ACEFit-workout-advice-and-exercise-tips/. The neon spandex, however, didn’t completely dominate all aspects of women’s lives during the 80s. Women in the workplace began to wear power suits. A 1980 newspaper states that more than half of American women, for the first time in history, were working in jobs outside of their homes (Mall). Women fought for more rights and gained leadership roles in the workplace. This was a shift from the previous, male dominated manner businesses had operated. According to Vogue, "Power suits were part of "The New Active Style,” which featured suits designed to carry the wearer seamlessly from her executive position in the Financial District to her position behind a baby carriage in Central Park,” ("Turning Points"). The suit included shoulder pads to exaggerate a woman’s shoulders and make her to appear to have a more masculine physique. Not long after the major feminist movement of the 1960-70s, women started acting more authoritative and confident, in part due to their clothing. Power suits allowed women to “dress for success.” In the 1980s, fitness drove women to make an assertive, but modest statement with their clothing. In order to succeed, women in leadership roles generated the need for bold statement wear, such as power suits.
1990s-Fashion Repeats Itself: A-Line, Bellbottoms, and Platform Shoes
It is no mystery that fashion tends to repeat itself. Trends tend to repeat themselves because they are influenced by the better parts of fashion from previous decades ("Why Does Fashion Repeat?"). Designers typically take the most popular trends of a particular decade and put a new spin on them. The repeat of particular fashion trends express the industry's reliance on the past to increase consumerism. Businesses reshape old ideas to intrigue consumers and bring in a profit. The 1990s were a time of fashion recurrence from various decades. During the 1960s, A-line dresses came about. In its simplest form, A-line refers to an article of clothing that is fitted towards the top, then flares out to form an A shape ("A Modern History of A Line"). During the 1990s, A-line became widely popular due to its flattering silhouette and hip-skimming shape. Bellbottoms, defined by a flare style pant that widens starting at the knee, became trendy during the 1960s and 1970s. As time progressed, so did bellbottoms, evolving into the boot cut style and flare of jeans. Yet another trend that repeated during the 1990s was the platform heel. The disco age of the 1970s gave name to the disco platform. Some of these platforms heels were pretty extreme, with flashing lights or even little aquariums in them. During the 1990s, however, the platform aspect of shoes appeared in sneakers. Many people believed that the chunkier the heel, the more fashionable the shoe. As one can note, trends do repeat themselves, but in unique ways. Consider new trends before throwing out old clothes; that article of clothing could be the next big thing. The repeat of fashion is significant because it shows how American culture adapts in order to allow businesses to prosper.
It is no mystery that fashion tends to repeat itself. Trends tend to repeat themselves because they are influenced by the better parts of fashion from previous decades ("Why Does Fashion Repeat?"). Designers typically take the most popular trends of a particular decade and put a new spin on them. The repeat of particular fashion trends express the industry's reliance on the past to increase consumerism. Businesses reshape old ideas to intrigue consumers and bring in a profit. The 1990s were a time of fashion recurrence from various decades. During the 1960s, A-line dresses came about. In its simplest form, A-line refers to an article of clothing that is fitted towards the top, then flares out to form an A shape ("A Modern History of A Line"). During the 1990s, A-line became widely popular due to its flattering silhouette and hip-skimming shape. Bellbottoms, defined by a flare style pant that widens starting at the knee, became trendy during the 1960s and 1970s. As time progressed, so did bellbottoms, evolving into the boot cut style and flare of jeans. Yet another trend that repeated during the 1990s was the platform heel. The disco age of the 1970s gave name to the disco platform. Some of these platforms heels were pretty extreme, with flashing lights or even little aquariums in them. During the 1990s, however, the platform aspect of shoes appeared in sneakers. Many people believed that the chunkier the heel, the more fashionable the shoe. As one can note, trends do repeat themselves, but in unique ways. Consider new trends before throwing out old clothes; that article of clothing could be the next big thing. The repeat of fashion is significant because it shows how American culture adapts in order to allow businesses to prosper.
2000-Present Day: Developments in technology influence fashion in the new millenium
The evolution of technology has paved the road for an extreme consumer culture like that of the 1950s. TV and advertisements influence what women buy and what they want to look like. Advertising is used to persuade the consumer into buying brand name products. These advertisements make the consumer believe that these products are of the highest quality and most fashionable (Hall, 263). Hall also states, “Consumers select and wear clothing that enables them to conform to images, dreams, and fantasies; as they imagine themselves, so will they dress,” (p. 264). Companies today display only attractive, happy people wearing their clothes, causing consumers to think they need the product in order to be attractive and happy like them. The technological revolution has allowed clothing companies to influence women in more ways than ever before. Not only do TV ads dictate women’s fashion, but also applications on cell phones and tablets, which exist just for shopping. Women now spend countless hours in front of a computer screen, online shopping. Various social media platforms allow women to be more influenced by particular fashions trends as well. A trend in individualism has been popular during this time. There has not been one collective style of clothing from 2000 until now, allowing women to express themselves more than ever before. Technology has supported this, as many consumers, such as young women, blog about fashion and new trends arising. Once a new trend is out, it is spread across the internet and social media like wildfire. Technology has allowed for businesses to generate revenue in ways they never had before. Not only has there been an increase in online shopping, but tablets are now used as registers. Stores such as Old Navy and Nordstrom Rack have employees walking around the store, ready to expedite a customer's check out processes. Overall, developments in technology have made fashion and the shopping process more accessible to women. The more access there is, the more women will purchase and consequently bring in more revenue for businesses and the economy.
The evolution of technology has paved the road for an extreme consumer culture like that of the 1950s. TV and advertisements influence what women buy and what they want to look like. Advertising is used to persuade the consumer into buying brand name products. These advertisements make the consumer believe that these products are of the highest quality and most fashionable (Hall, 263). Hall also states, “Consumers select and wear clothing that enables them to conform to images, dreams, and fantasies; as they imagine themselves, so will they dress,” (p. 264). Companies today display only attractive, happy people wearing their clothes, causing consumers to think they need the product in order to be attractive and happy like them. The technological revolution has allowed clothing companies to influence women in more ways than ever before. Not only do TV ads dictate women’s fashion, but also applications on cell phones and tablets, which exist just for shopping. Women now spend countless hours in front of a computer screen, online shopping. Various social media platforms allow women to be more influenced by particular fashions trends as well. A trend in individualism has been popular during this time. There has not been one collective style of clothing from 2000 until now, allowing women to express themselves more than ever before. Technology has supported this, as many consumers, such as young women, blog about fashion and new trends arising. Once a new trend is out, it is spread across the internet and social media like wildfire. Technology has allowed for businesses to generate revenue in ways they never had before. Not only has there been an increase in online shopping, but tablets are now used as registers. Stores such as Old Navy and Nordstrom Rack have employees walking around the store, ready to expedite a customer's check out processes. Overall, developments in technology have made fashion and the shopping process more accessible to women. The more access there is, the more women will purchase and consequently bring in more revenue for businesses and the economy.
From the Jackie Kennedy inspired clothing of the 1960s to the technology based fashion world of the 2010s, fashion has continued to be a main form of expression. The feminist movement paved the way for women liberation and the acceptance of women wearing pants. The exercise craze caused American society to dress in a leisurely, but vibrant way. Fashions continue to repeat, but in new, innovative forms. Today, fashion is affected by technology and its ability to allow people to openly express themselves in multiple avenues. Overall, fashion is an important aspect of American society that will continue to be perpetuated for many centuries to come.
Works Cited
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A modern history of the A-line. (n.d.). A Fashionable Stitch. Retrieved November 17, 2013, from http://www.afashionablestitch.com/2011/sewalongs/a-modern-history-of-the-a-line/
Dyas, B. (1920, July 28). 12 Unforgettable Style Lessons From Jackie Kennedy (PHOTOS). Huffington Post. Retrieved November 16, 2013, from http://www.huffingtonpost.com/2013/07/28/style-lessons-from-jackie-kennedy_n_3660541.html
Ewing, Elizabeth. History of Twentieth Century Fashion. Great Britain: Berne Convention, 1974. Print.
Expert to Discuss Jackie Kennedy’s Influence on Fashion During Dallas Vintage Clothing and Jewelry Show. (n.d.). PRWeb. Retrieved November 16, 2013, from http://www.prweb.com/releases/2013/11/prweb11312934.htm
Flashback friday: 'rad' 80s fitness craze photos. (2013, October 13). Retrieved from http://www.oregonlive.com/multimedia/index.ssf/2013/10/flashback_friday_rad_80s_fitne.html
Guide to 1960s Women’s Fashions. (n.d.). LoveToKnow. Retrieved November 8, 2013, from http://womens-fashion.lovetoknow.com/1960s_Women_Fashion
Hall, Lee. 1992. Common Threads: A Parade of American Clothing. Boston: Little, Brown.
It’s Fashionable for Women to Wear the Pants. (1960, August 7). The Washington Post, Times Herald (1959-1973). Washington, D.C., United States. Retrieved from http://search.proquest.com/docview/141236315/abstract?accountid=14244
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NEWS, D. H. / N. Y. D. (n.d.). Jackie Kennedy fashion letters auction: “Knew exactly what she wanted.” NY Daily News. Retrieved November 16, 2013, from http://www.nydailynews.com/life-style/fashion/jackie-kennedy-fashion-letters-auction-article-1.1511613
Pam@goretro. (2011, September 10). Go Retro!: The 80s Fitness Craze. Go Retro! Retrieved from http://goretro.blogspot.com/2011/09/80s-fitness-craze.html
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1970: 30 million working women. (1961, May 27). The Washington Post, Times Herald (1959-1973). Retrieved from http://search.proquest.com/docview/141338295?accountid=14244
A modern history of the A-line. (n.d.). A Fashionable Stitch. Retrieved November 17, 2013, from http://www.afashionablestitch.com/2011/sewalongs/a-modern-history-of-the-a-line/
Dyas, B. (1920, July 28). 12 Unforgettable Style Lessons From Jackie Kennedy (PHOTOS). Huffington Post. Retrieved November 16, 2013, from http://www.huffingtonpost.com/2013/07/28/style-lessons-from-jackie-kennedy_n_3660541.html
Ewing, Elizabeth. History of Twentieth Century Fashion. Great Britain: Berne Convention, 1974. Print.
Expert to Discuss Jackie Kennedy’s Influence on Fashion During Dallas Vintage Clothing and Jewelry Show. (n.d.). PRWeb. Retrieved November 16, 2013, from http://www.prweb.com/releases/2013/11/prweb11312934.htm
Flashback friday: 'rad' 80s fitness craze photos. (2013, October 13). Retrieved from http://www.oregonlive.com/multimedia/index.ssf/2013/10/flashback_friday_rad_80s_fitne.html
Guide to 1960s Women’s Fashions. (n.d.). LoveToKnow. Retrieved November 8, 2013, from http://womens-fashion.lovetoknow.com/1960s_Women_Fashion
Hall, Lee. 1992. Common Threads: A Parade of American Clothing. Boston: Little, Brown.
It’s Fashionable for Women to Wear the Pants. (1960, August 7). The Washington Post, Times Herald (1959-1973). Washington, D.C., United States. Retrieved from http://search.proquest.com/docview/141236315/abstract?accountid=14244
Mall, J. (1981, Jun 14). About women. Los Angeles Times (1923-Current File). Retrieved from http://search.proquest.com/docview/152802167?accountid=14244
NEWS, D. H. / N. Y. D. (n.d.). Jackie Kennedy fashion letters auction: “Knew exactly what she wanted.” NY Daily News. Retrieved November 16, 2013, from http://www.nydailynews.com/life-style/fashion/jackie-kennedy-fashion-letters-auction-article-1.1511613
Pam@goretro. (2011, September 10). Go Retro!: The 80s Fitness Craze. Go Retro! Retrieved from http://goretro.blogspot.com/2011/09/80s-fitness-craze.html
Pants Phenomenon: The Switch from Skirts to Trousers. (n.d.). weeklysilence. Retrieved November 8, 2013, from http://weeklysilence.wordpress.com/2011/12/09/research-paper-pants-phenomenon-the-switch-from-skirts-to-trousers/
Wilson, J. (1967, April 6). Women in Pants? Don’t Cuff That Idea, Critics: PANTS. Los Angeles Times (1923-Current File), p. c1. Los Angeles, Calif., United States.
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