Modern Age

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Modern Age

• 1960-2006

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Overview

• Globalizing economy
• Trade agreements, outsourced production
• Identity Politics 1964 Civil Rights Act, sexual
  revolution
• 1964 JFK killed, 1968 MLK
• Media increase-60s television, 90s internet
• Music-based movements-street style
• E-commerce, TARGET markets

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60s

• 1959 PANTYhose
• Protests Cuba, Mid-East, Vietnam
• Travel, visibility, awareness (eclectic)
• Avant-garde Paco Rabanne, Pierre Cardin, Yves
  St. Laurent (nontraditional materials)
• Youthquake Quant-MOD Twiggy-supermodel
• 1964 Beatles

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60s contd.

• 1966 Star Trek (SPACE)
• Courreges, moon girl (trouser suits, YSL)
• Givenchy, Hepburn (1961)
• Pucci, Op Art (also Warhol, Mondrian-YSL)
• Oleg Cassini, Jackie Kennedy
• American Fashion in limelight
• Hippies solidarity w/working class
• Like French Revolution!
• Ethnic, Rock (Hendrix, Joplin), Hair, Woodstock
  (69)
• African garments/hairstyles symbols of resistance

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70s

• Star Wars (1977) Saturday Night Fever, DISCO
  (Halston) Annie Hall, androgynous Shaft,
  blaxploitation
• Glam Rock (Elton John, Bowie, Cooper)
• Punk-Vivienne Westwood, Sex Pistols
• Designer Jeans, leisure suits, t-shirt as
  social statement
• Japan economic growth-designers (into 80s)-Kenzo,
  Yamamoto, Kawakubo, Miyake
• Product Licensing for mass merchants
• JCPenney/Halston

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80s

• Economic stability (Reagan/Thatcher)
• Consumerist Spirit
• Casual wear boom
• Donna Karan, Perry Ellis, Ralph Lauren, Calvin
  Klein
• Fitness craze, Flashdance, 1983
• Sports brands, branding
• Gaultier-Madonna, Underwear as Outerwear
• Wealthy/royal fashion leaders, Lady Di (1981)

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Designer Decade, 80s contd.

• Marc Jacobs, Lacroix, Thierry Mugler, Versace,
  Lagerfeld (for Chanel)
• Armani-yuppies, American Gigolo
• Power suits
• Other film/TV
• Top Gun (85), Wall Street (87)
• Dallas (78-91), Dynasty (81-89), Miami Vice
  (84-89)
• MTV (1981), marriage-music/TV/fashion

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90s

• Globalization
• 1989 Fall of Berlin 1991 Dissolution of Soviet
  Union 1991 Gulf War 1993/1995 NAFTA, WTO
• Global retail
• Walmart
• Glocalizing products for varied markets
• Automatic Inventory Control, CAD

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Music

• Grunge flannel, cargo pants, vintage
• Anna Sui
• Also Goth-black, platformsbody modifications
  spread/mainstream
• Hip-Hop oversized, branding/logos
• Phat Farm, Sean John, Kangol
• Postmodern/deconstruction recycling/historicism
• Helmut Lang, Margiela, Galliano, McQueen, Ozbek,
  Dolce Gabbana
• Brand Reinvention Gucci, Prada
• Designer as celebrity Mizrahi, Ford

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(Not on test)2000 new millenium, world balance

• Terrorist attacks 2001, 2004, 2005
• Patriotism
• China, economic power/manufacturing
• Cuban-Narciso Rodriguez
• Lebanese, Elie Saab
• Chinese-American, Vera Wang
• Partnerships
• Proenza Schouler, Heatherette
• Diesel, Etro

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• Technology in fashion accessories
• iPod ready jeans
• Techno textiles
• UV, performance
• E-commerce and 2005 no quotas
• Product placement
• Designer placement, Sex and the City
• YOUTH styles, conspicuous, bling, metrosexual
• Music/designers Stefani, JLo
• Eco everything-environmentally responsible,
  socially responsible retail

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