What Is Fashion?What Is Fashion?

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What Is Fashion?What Is Fashion?

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Chapter 1

What Is Fashion?

Introducing Fashion

Fashion History

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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

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What Is Fashion?What Is Fashion?

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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

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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

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Fashion Basics

A retail customer may select a garment based on its color.

garment

Section 1.1

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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

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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

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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

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What Are Fashion Products?

Fashion products include:

Section 1.1

Clothing AccessoriesHome

Furnishings

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Importance to People

Personal appearance can identify social position and reflect a person’s self-image.

Section 1.1

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Economic Importance

Fashion is one of the world’s largest industries.

It affects the global economy and local economies.

Section 1.1

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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

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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

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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

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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

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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

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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

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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

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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.

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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.

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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.

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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

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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

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Fashion: 20th Century to the Present

The 1970s

Section 1.2

Disco style appears.

disco style

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Fashion: 20th Century to the Present

The 1970s

Section 1.2

Punk fashion appears.

punk 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

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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.

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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.

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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.