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Modern Age. 1960-2006. Overview. Globalizing economy Trade agreements, outsourced production Identity Politics: 1964 Civil Rights Act, sexual revolution 1964 JFK killed, 1968 MLK Media increase-60s television, 90s internet Music-based movements-street style E-commerce, TARGET markets.

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Modern age

Modern Age

1960-2006


Overview
Overview

  • Globalizing economy

  • Trade agreements, outsourced production

  • Identity Politics: 1964 Civil Rights Act, sexual revolution

  • 1964 JFK killed, 1968 MLK

  • Media increase-60s television, 90s internet

    • Music-based movements-street style

    • E-commerce, TARGET markets


60s

  • 1959 PANTYhose

  • Protests: Cuba, Mid-East, Vietnam

    • Travel, visibility, awareness (eclectic)

  • Avant-garde: Paco Rabanne, Pierre Cardin, Yves St. Laurent (nontraditional materials)

  • Youthquake: Quant-MOD; Twiggy-supermodel

  • 1964 Beatles


60s contd
60s contd.

  • 1966 Star Trek (SPACE)

    • Courreges, moon girl (trouser suits, & YSL)

  • Givenchy, Hepburn (1961)

  • Pucci, Op Art (also Warhol, Mondrian-YSL)

  • Oleg Cassini, Jackie Kennedy

    • American Fashion in limelight

  • Hippies: solidarity w/working class

    • Like French Revolution!

    • Ethnic, Rock (Hendrix, Joplin), “Hair”, Woodstock (69)

  • African garments/hairstyles: symbols of resistance


70s

  • Star Wars (1977); Saturday Night Fever, DISCO (Halston); Annie Hall, androgynous; Shaft, blaxploitation

  • Glam Rock (Elton John, Bowie, Cooper)

  • Punk-Vivienne Westwood, Sex Pistols

  • Designer Jeans, leisure suits, t-shirt as social statement

  • Japan economic growth-designers (into 80s)-Kenzo, Yamamoto, Kawakubo, Miyake

  • Product Licensing for mass merchants

    • JCPenney/Halston


80s

  • Economic stability (Reagan/Thatcher)

    • Consumerist Spirit

  • Casual wear boom

    • Donna Karan, Perry Ellis, Ralph Lauren, Calvin Klein

  • Fitness craze, Flashdance, 1983

    • Sports brands, branding

  • Gaultier-Madonna, Underwear as Outerwear

  • Wealthy/royal fashion leaders, Lady Di (1981)


Designer decade 80s contd
Designer Decade, 80s contd.

  • Marc Jacobs, Lacroix, Thierry Mugler, Versace, Lagerfeld (for Chanel)

  • Armani-yuppies, American Gigolo

    • Power suits

      Other film/TV

    • Top Gun (85), Wall Street (87)

    • Dallas (78-91), Dynasty (81-89), Miami Vice (84-89)

    • MTV (1981), marriage-music/TV/fashion


90s

  • Globalization

    • 1989 Fall of Berlin; 1991 Dissolution of Soviet Union; 1991 Gulf War; 1993/1995 NAFTA, WTO

  • Global retail

    • Walmart

    • “Glocalizing” products for varied markets

    • Automatic Inventory Control, CAD


Music
Music +

  • Grunge: flannel, cargo pants, vintage

    • Anna Sui

    • Also Goth-black, platforms…body modifications spread/mainstream

  • Hip-Hop: oversized, branding/logos

    • Phat Farm, Sean John, Kangol

  • Postmodern/deconstruction; recycling/historicism

    • Helmut Lang, Margiela, Galliano, McQueen, Ozbek, Dolce & Gabbana

  • Brand Reinvention: Gucci, Prada

  • Designer as celebrity: Mizrahi, Ford


Not on test 2000 new millenium world balance
(Not on test)2000 new millenium, world balance

  • Terrorist attacks 2001, 2004, 2005

  • Patriotism

  • China, economic power/manufacturing

  • Cuban-Narciso Rodriguez

    • Lebanese, Elie Saab

    • Chinese-American, Vera Wang

  • Partnerships

    • Proenza Schouler, Heatherette

    • Diesel, Etro


  • Technology in fashion accessories

    • iPod ready jeans

  • Techno textiles

    • UV, performance

  • E-commerce and 2005 no quotas

  • Product placement

    • Designer placement, “Sex and the City”

  • YOUTH styles, conspicuous, “bling”, metrosexual

    • Music/designers: Stefani, JLo

  • Eco everything-environmentally responsible, socially responsible retail


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