Chapter 1 What Is Fashion? Introducing Fashion

Chapter Objectives Explain the different definitions of fashion. Explain the difference between style and design. Identify the needs satisfied by clothing. Discuss the early history of clothing. Identify specific styles in the 20th century.

Definitions of Fashion Fashion Defined Definitions of Fashion In the apparel industry, fashion is the existing type of clothing that is preferred by a large segment of the public. To many people, fashion is a current trend that is popular for frivolous reasons. To retailers, fashion is whatever is currently selling. Section 1.1 3

Merchandise Categories Fashion retailers group merchandise into categories—basic merchandise and fashion merchandise. fashion merchandise- goods that are popular at a particular time staple items- basic merchandise that customers purchase on a regular basis Staple items are in the basic merchandise category. Section 1.1

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 a particular shape or type of apparel item identified by the distinct features that make it unique design a particular or unique version of a style because of a specific arrangement of the basic design elements Section 1.1

Design Fashion Basics: Color Line Design Elements Texture Shape Section 1.1 6

Fashion Basics- Design Elements 1. Color: Three dimensions of color are: Hue—the quality of the color Value—the lightness or darkness of a color Intensity—the brightness or dullness of a color Line is an element of design that directs the path of eye movement. Section 1.1

Fashion Basics- Design Elements Continued 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 is a 5th design elements that refers to the intended use or purpose of an object. Section 1.1

What Are Fashion Products? Fashion products include: Clothing Accessories Home Furnishings Fashion is anything that has strong appeal at a given time. Section 1.1

Economic Importance Fashion is one of the world’s largest industries. Fashion can be a reflection of the economic environment and of lifestyle and culture. When people are unable to satisfy their basic needs for food and shelter, style becomes less important. Section 1.1

What is the difference between style and design? 1.1 1. What is the difference between style and design? What are four basic elements of design? How do economic conditions affect fashion? 2. Quick Check Answers Style is a particular shape or type of apparel item identified by the distinct features that make it unique. However, design is a particular or unique version of a style because of a specific arrangement of the basic design elements. color, line, shape, and texture Clothing is a reflection of the economy. When people cannot satisfy basic needs for food and shelter, style is less important. 3. Section 1.1

Fashion History

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

Why People Wear Clothes- People have three basic clothing needs: Physical Needs protection safety Why Clothing? Psychological Needs enhance appearance cultural identity Social Needs affiliation/fitting in standards Section 1.2 14

Historical Trendsetters Queen Elizabeth I -1600’s -Clothing indicator of social status dandyism during the 1880s, a style of dress for men and a lifestyle that celebrated elegance and refinement George Bryan “Beau” Brummell - Dandyism 1880’s Jacqueline Kennedy Onassis Late 1950’s-60’s Understated elegance Vogue magazine was first published in 1892 – giving more exposure to fashion styles The Beatles “Mop-top” hairstyles Section 1.2

Fashion: 20th Century to the Present The Early 1900s In 1909, Vogue features new loose-fitting clothing for women. Women stop wearing corsets. Skirts get a little shorter. Section 1.2

Fashion: 20th Century to the Present The 1920s Gabrielle “Coco” Chanel introduces sportswear garments and trousers for everyday wear. Chanel promotes the style of the “flappers.” Chanel introduces the “little black dress.” Section 1.2

Fashion: 20th Century to the Present The 1930s–1950s Movie stars set trends for hair makeup, and clothes. To save fabric during wartime, hemlines become shorter. Simple styles represent patriotism during wartime. American designers become more prominent. Section 1.2

Fashion: 20th Century to the Present The 1930s–1950s New Look a style of the 1940s that featured long hemlines, narrow shoulders, and tightly fitted bodices with long, full, or narrow skirts Women’s styles become more traditionally feminine in the 1950s. Christian Dior launches a new style in 1947 called the New Look. Section 1.2

Fashion: 20th Century to the Present The 1960s hippie style of the 1960s, a fashion consisting of clothing from the Middle and Far East, bright colors, peasant embroidery, cheesecloth, and safari jackets Social changes, world events, and music affect fashion Hippie style appears. Section 1.2

Fashion: 20th Century to the Present The 1970s disco style of the 1970s, a fashion consisting of gold lamé, leopard print, stretch halter jumpsuits, and white clothing that glowed under ultraviolet lighting Disco style appears. Section 1.2

Fashion: 20th Century to the Present The 1970s punk fashion of the 1970s, a style featuring intentionally torn clothing worn by young people with limited income, such as students and the unemployed Punk fashion appears. Section 1.2

Fashion: 20th Century to the Present The 1970s 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 Feminist movement influences women’s styles. Section 1.2

Fashion: 20th Century to the Present The 1980s Professional women adopt “the power look.” Business-casual attire appears. Stretchy, synthetic athletic wear becomes popular. (Spandex) Section 1.2

Fashion: 20th Century to the Present The 1990s grunge a style started by the youth culture in the Pacific Northwest region of the United States in the early 1990s; it is messy, uncombed, and disheveled Americans begin dressing less formally. Grunge style appears. Section 1.2

Fashion: 20th Century to the Present Fashion Today 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. Section 1.2

What three basic needs are satisfied by the use of clothing? 1.2 A. What three basic needs are satisfied by the use of clothing? What was the first fashion magazine and when was it first published? What fashion trends emerged in the 1980s? B. Quick Check Answers physical needs, psychological needs, and social needs There were fabric shortages, which caused shorter hemlines and the increased use of rayon. With less access to European designers, American designers became more prominent. Austere fashions reflected the wartime atmosphere. Professional women wore “the power look” of suits and blazers. Business-casual style developed for men in the workplace. Synthetic, stretchable fabric was used for athletic wear. C. Section 1.2

Checking Concepts Define fashion according to retailers. The four elements of design include: color, with dimensions of hue, value, and intensity; line, or distinct, elongated marks that direct the path of eye movement; shape, the overall form or outline of a garment; and texture, or how the surface of a material feels and looks. 3. physical needs, psychological needs, and social needs 4. Style is a particular shape or type of apparel item, such as a mini-skirt or Capri pants, identified by the distinct features that make it unique. Style becomes fashion when it becomes popular. 2. Retailers view fashion as whatever is currently selling. 1. Explain the meaning of style. Discuss the four elements of design. Checking Concepts Answers Retailers view fashion as whatever is currently selling. Style is a particular shape or type of apparel item, such as a mini-skirt or Capri pants, identified by the distinct features that make it unique. Style becomes fashion when it becomes popular. The four elements of design include: color, with dimensions of hue, value, and intensity; line, or distinct, elongated marks that direct the path of eye movement; shape, the overall form or outline of a garment; and texture, or how the surface of a material feels and looks. physical needs, psychological needs, and social needs Name three needs satisfied by clothing. continued

Checking Concepts Identify the materials used to make clothing as early as 20,000 B.C. 1940s fashion was affected by Hollywood styles, World War II, technological developments such as synthetic fibers, and French designer Christian Dior. 7. Queen Elizabeth I 6. Early clothing was made of natural products such as fur, animal skin, leaves, and grass. 5. Name a person in England who influenced fashion in the 16th century. Checking Concepts Answers Early clothing was made of natural products such as fur, animal skin, leaves, and grass. Queen Elizabeth I 1940s fashion was affected by Hollywood styles, World War II, technological developments such as synthetic fibers, and French designer Christian Dior. Identify some factors that affected fashion in the 1940s. continued

Checking Concepts Critical Thinking The feminist movement focused on social, economic, and political equality for women, and influenced styles such as shorter skirts and the pantsuit for the workplace. 8. Discuss how the feminist movement may have influenced clothing styles in the 1970s. Checking Concepts Answers The feminist movement focused on social, economic, and political equality for women, and influenced styles such as shorter skirts and the pantsuit for the workplace.