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1、Fashion History,Fashion Marketing,Objectives,What are the needs satisfied by clothing?What is the history of clothing?What is the relationship of fashion history to todays fashion?,Why People Wear Clothes?,20,000 B.C.-people developed and wore clothes primarily for protection from the weather and en
2、vironment.NOW-other needs such as psychological and social needs.,Why Clothing?,Physical NeedsProtectionsafety,Psychological NeedsIdentityAdornmentCultural identity,Social NeedsAffiliation/fitting instandards,Where fashion began?,France considered the center of fashion for almost 400 years from 1600
3、s into the 1900s.Especially in Paris.In the 1600s,French royalty and wealthy landowners employed their own dressmakers and tailors.,Where fashion began?,After the French Revolution(1789),haute couture design firms grew.Haute Couture high-fashion,individually designed,original,handmade garments.,Glob
4、alization,Industrialization,technology,globalization,and the spread of democracy help broaden the demand for fashion.Growth of a middle class with income to purchase fashions,not just basic clothingOther fashion cities-Milan and New York,The early 1900s,In 1909,the American fashion magazine Vogue,fe
5、atured a woman in a loose-fitting style of dress.By 1915,styles continued to soften.The invention of the 1st manufactured fiber rayon,or artificial silkClothing that was more functional for women who were entering the workforce.,The 1920s,Gabrielle“Coco”Chanel 1st designer to introduce sportswear ga
6、rments for everyday wear.As well as trousers.Promoted styles associated with flappers“the little black dress”1926,the Womens FashionInstitute designed the“one hour dress.”,The 1930s 1950s,Dupont invented nylon,less expensive than silk to make hosieryWWII fabric shortages1947,Christian Dior;long hem
7、lines,narrow shoulders and tightly fitted bodices with long,full,or narrow skirts.“The New Look”,The 1960s,Hippie style fashion consisting of clothing from the Middle and Far EastUse of bright colors,peasant embroidery,cheesecloth,and safari jackets,The 1970s,Disco style gold lame,leopard print,stre
8、tch halter jumpsuits,and white clothing that glowed in ultraviolet lightPunk intentionally torn clothing worn by young people with limited incomeFeminist Movement influenced womens styles,such as shorter skirts and pantsuits in the workplace.,The 1980s,“the power look”a uniform style of suits and bl
9、azers with shoulder pads.Men a more casual style of dress;“business casual”people no longer felt that high price determined high fashionfitness conscious synthetic fabrics with easy care.,The 1990s,Americans began dressing down,or less formallyComfort of sport clothes and athletic clothing became a
10、wardrobe staple.Grunge a style started by youth culture.Messy,uncombed,not too much effort.,The 2000s,Hipster-Mixing the fringe movements of punk and grunge,hipsters have created a style based on defying style norms.Skinny JeansJuicy Couture Tracksuits&UGG Boots-The comfortable tracksuit combined chic,expensive style with comfort.Bohemian Chic-The free-spirited,Hippie inspired style includes its well-known staples:large sunglasses,flowing skirts,boots and loose jumpers,
