Fashion- Female Image and Individuality
...n’s rights were developing and we see this as a trend in fashion. During the late 50s and early 60s, marketing strategies were still in the idea of creating the idea of the home and the nuclear family. Advertisers were embracing the image of “mom” the homemaker and this was promoted throughout the years, “the media popularized the ideal family, composed of father the breadwinner, Mother the homemaker, and two to four children, nestled happily in its single-family suburban home, enjoying the fruits of expanded consumer economy.”(LeGates, 1996). In the early sixties one advertisement shows different perspectives on women. In a Rogers advertisement (appendix A), the model is elegantly standing on a pedestal. Her dress and scarf are both spread perfectly. One aspect to the picture is the image of the woman’s strength. This was done in such as way as placing a man in the photo at the bottom corner of the advertisement. Placing the image of the man in the bottom corner makes the woman look more powerful as she is placed above the man, in the center of the advertisement. Though power is portrayed, the woman is still very feminine. Her dress is very ladylike and her hands are positioned in a polite and feminine manner. This advertisement gives the message that her power can still occur while still keeping the appropriate female look. Though just as this idea is created, the reading at the bottom corner reads, “Every man wants his woman on a pedestal.” The image of the powerful woman has been taken away. Because she is placed on a pedestal, she becomes an object for all to see. The man stands in the corner smug looking as if he was to say “Look, here is my prize, come all of you and see this!” The model looks as if she has no say and just stands, smiles and looks. This is what everyman wants. It dismisses the fact that she is a person, an individual with equal thoughts. Advertisements such as these show that there is still some play between how the female should look and feel. Not all advertisements were directed towards the traditional female woman. During the 60s fashion was revolutionized. It had changed due to the influence of many political events such as the civil rights movement, war, the Cuban missile crisis, “It was because social & economic developments had given young people around the world a self conscious awareness of themselves as a distinct and unified group that they were able to respond to political events in the process creating their own culture.” (Steele, 1997). Fashion was now geared towards youth whose income was much larger than their parents when they were teenagers. In accordance to empowering women there was an incredible shift in fashion. One significant part was the making of the miniskirt by Mary Quant. This miniskirt was very daring, the length of 30 cm outraged many people because never had a skirt been so short. Still the making of the skirt was symbolic, and it broke the traditional rules. Though many people criticized the style of the miniskirt when it was first introduced, it had later become one of the biggest looks of the sixties. Any girls who wore the miniskirt were given a sense of power from wearing this daring new look. This new identity promoted the idea that they could do and wear whatever they wanted to. This was a portrayal of being individual. We see this in a later sixties ad for Dominion Simplicity patterns (appendix B). This advertisement promotes individuality as it says, “We think you should be yourself, because that never goes out of style.” Though not only was it the mini that changed the looks and ideas of women, other fashions erupted as time passed. With larger awareness of the war, women’s liberation, and equality came a new street style look, the look of the hippie. Those that were “hippies” embraced equality; they were active in politics and promoted things such as peace and love. As for women they became more empowered as individuals, they were more in control of their own lives. With more power and independence emerging women were free to express their opinions, they were able to be their own self. Women’s opinions were growing and it did not stop. This street style gave youth the opportunity to express themselves as it promoted peace love and equality. Once could truly become and individual. More natural looks emerged as many youth rejected the idea of using makeup because it was an artificial look. Another natural look that appeared was the growing of long hair, wild and free. This look strayed away from well-groomed hairstyles of what was proper. The 70s was the “Me Decade”(Steele, 1997) as Tom Wolfe regarded mentioned by Steele. This was the era that embraced complete individuality, as the late 60s produced the idea. The 70s promoted an anti-fashion look and the “Rules of taste and propriety were deliberately violated”(Steele, 1997). Colours were vibrant there were platform shoes and bell-bottoms. This look coincided with the club, Studio 54. Studio 54 was exclusive to people who were either celebrities or those who looked different and original. Another form of fashion that was beginning to become more popularized was the idea of wearing pants instead of a skirt. By wearing pants, women adopted different identities. The entire idea of femininity was questioned because ideally women only wore skirts and men only wore pants. Though, it did not only stop at pants, the whole notion of men’s attire in the late 70s was beginning to grow. The adoption of men’s clothing style occurred as the belief in women’s rights grew. The idea was established and developed as the years progressed. Finally the image of dressing like a man was in style. This could be because the male image in its entirety was presented as powerful. Women also would have liked to adopt this look of power as a way of showing that they too could carry the image of a strong woman. Therefore the feminine style evolved into an appearance, which now combined the look of men and women’s fashion. The 80s were a time where there was a growing awareness for the equality of women. This oversized look came with the idea of “Dressing for success”(Steele, 1997). During this decade, career recognition for women increased. In addition, styles for women in the workforce were advertised. The idea to Dress for success was that a woman had to dressed in a way that made her appear successful without anybody really knowing how successful she was. In the late 70s and 80s, came the idea of the oversized look. This style encouraged a more comfortable appearance that consisted of larger clothing. The Higbee’s Advertisement (appendix C) is a great example of the oversized look. Moreover, it shows the complete change from earlier fashions that were tight fitting to those in the late 70s early 8...