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What Is Fashion?What Is Fashion?
Back to Table of Contents
What Is Fashion?What Is Fashion?
2
Chapter 1
What Is Fashion?
Introducing Fashion
Fashion History
What Is Fashion?What Is Fashion?
3
Chapter Objectives
Explain the different definitions of fashion.
Identify the merchandise categories of fashion.
Explain the difference between style and design.
Identify the needs satisfied by clothing.
Discuss the early history of clothing.
Name some influential people in fashion industry.
Identify specific styles in the 20th century.
Fashion Defined
Section 1.1
Definitions of Fashion
4
What Is Fashion?What Is Fashion?
5
Merchandise Categories
Fashion retailers group merchandise into categories—basic merchandise and fashion merchandise.
fashion merchandise
Section 1.1
Staple items are in the basic merchandise category.
staple items
What Is Fashion?What Is Fashion?
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Fashion Basics
To be successful in the fashion industry, designers, producers, marketers, and retailers must have an understanding of basic fashion terms, such as style and design.
style
Section 1.1
design
What Is Fashion?What Is Fashion?
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Fashion Basics
A retail customer may select a garment based on its color.
garment
Section 1.1
What Is Fashion?What Is Fashion?
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Fashion Basics
The three dimensions of color are:
Section 1.1
Hue—the quality of the color
Value—the lightness or darkness of a color
Intensity—the brightness or dullness of a color
What Is Fashion?What Is Fashion?
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Fashion Basics
Line is an element of design that directs the path of eye movement.
Shape, or silhouette, is the overall form or outline of a garment.
Texture is how the surface of a material, or fabric, feels and looks.
Function refers to the intended use or purpose of an object.
Section 1.1
Fashion Basics
Section 1.1
Design Elements
10
What Is Fashion?What Is Fashion?
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What Are Fashion Products?
Fashion is anything that has strong appeal at a given time.
Fashion is usually determined by taste.
Taste refers to the current opinion of what is attractive and appropriate for an individual and occasion.
Section 1.1
What Is Fashion?What Is Fashion?
12
What Are Fashion Products?
Fashion products include:
Section 1.1
Clothing AccessoriesHome
Furnishings
What Is Fashion?What Is Fashion?
13
Importance to People
Personal appearance can identify social position and reflect a person’s self-image.
Section 1.1
What Is Fashion?What Is Fashion?
14
Economic Importance
Fashion is one of the world’s largest industries.
It affects the global economy and local economies.
Section 1.1
What Is Fashion?What Is Fashion?
15
Economic Importance
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.
Section 1.1
What Is Fashion?What Is Fashion?
16
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.
Section 1.2
What Is Fashion?What Is Fashion?
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Why People Wear Clothes
People have three basic clothing needs:
Section 1.2
Physical needs:
Psychological needs:
Social needs:
Why People Wear Clothes
Section 1.2
Why Clothing?
Physical Needs
Social NeedsPsychologicalNeeds
18
What Is Fashion?What Is Fashion?
19
Sources of Clothing History
The evolution of dress can represent a visual history of a culture.
Section 1.2
Sources of clothing history include:
Actualgarments
Oldpaintings
Fashionpublications
PhotographsWritten
publications
What Is Fashion?What Is Fashion?
20
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.
Section 1.2
What Is Fashion?What Is Fashion?
21
Fashion Through the Ages
During the Industrial Revolution of the 1800s, garments began being mass-produced.
The invention of photography influenced the spread of styles.
The fashion magazine Vogue was first published in 1892.
Section 1.2
What Is Fashion?What Is Fashion?
22
Historical Trendsetters
George Bryan “Beau” Brummell– Dandyism
dandyism during the 1880s, a style of dress for men and a lifestyle that celebrated elegance and refinement
Section 1.2
Jacqueline Kennedy Onassis– Understated elegance
The Beatles– “Mop-top” hairstyles
What Is Fashion?What Is Fashion?
23
Fashion: 20th Century to the Present
The Early 1900s
Section 1.2
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.
What Is Fashion?What Is Fashion?
24
Fashion: 20th Century to the Present
The 1920s
Section 1.2
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.
What Is Fashion?What Is Fashion?
25
Fashion: 20th Century to the Present
The 1930s–1950s
Section 1.2
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.
What Is Fashion?What Is Fashion?
26
Fashion: 20th Century to the Present
The 1930s–1950s
Section 1.2
Women’s styles become more traditionally feminine in the 1950s.
Christian Dior launches a new style in 1947 called the New Look.
New Look
What Is Fashion?What Is Fashion?
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Fashion: 20th Century to the Present
The 1960s
Section 1.2
Social changes, world events, and music affect fashion.
New synthetic fibers are invented.
Hippie style appears.
hippie style
What Is Fashion?What Is Fashion?
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Fashion: 20th Century to the Present
The 1970s
Section 1.2
Disco style appears.
disco style
What Is Fashion?What Is Fashion?
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Fashion: 20th Century to the Present
The 1970s
Section 1.2
Punk fashion appears.
punk fashion
What Is Fashion?What Is Fashion?
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Fashion: 20th Century to the Present
The 1970s
Section 1.2
Feminist movement influences women’s styles.
feminist movement of the 1970s, the organized effort to establish equal social, economic, and political rights and opportunities for women; influenced women’s fashions with shorter hemlines and the pantsuit for the workplace
What Is Fashion?What Is Fashion?
31
Fashion: 20th Century to the Present
The 1980s
Section 1.2
Professional women adopt “the power look.”
Business-casual attire appears.
High-quality products become available at moderate prices.
Stretchy, synthetic athletic wear becomes popular.
What Is Fashion?What Is Fashion?
32
Fashion: 20th Century to the Present
The 1990s
Section 1.2
Americans begin dressing less formally.
Grunge style appears.
grunge
Fashion industry begins to lose the ability to dictate trends.
What Is Fashion?What Is Fashion?
33
Fashion: 20th Century to the Present
Fashion Today
Section 1.2
Consumers make well-informed choices about what to wear, where to shop, and how much to spend on products.
Fashion makers and marketers need to be more informed and aware of customer wants and needs.