1. The Why of Clothes

2. Maslow was a famous psychologist at the turn of the century
Maslow was a famous psychologist at the turn of the century. His theory is that the level below must be met before the next level can be reached (like steps). Clothing helps humans meet needs at each level.

3. Protection-physical Protection for the body
Weather – hot, cold, rain, snow, sun, wind
Environment – dirt, insects, sharp objects, germs,
Occupational hazards – acids, lint, fumes, chemicals, radiation, fires
The physical level of the pyramid is about survival. The primary purpose of clothing is to protect the body. Summer clothes help us keep cool while winter clothes protect us from the cold. Protection from the elements keeps us alive.

4. The lady is keeping her body temp
The lady is keeping her body temp. down by wearing light, cool clothing and a sun hat. The skier is protected from hypothermia with his hat, gloves and other snow gear.

5. Safety - Security Protection from danger Bullet proof vests Camouflage
Reflective gear
Helmets, pads
Safety is about protection. Sometimes it is difficult to tell the difference between physical and safety issues. The best example I can think of is sunglasses. We won’t die immediately from the sunlight but it is certainly something we want to protect ourselves from.

6. These police officers are safe from the dangers they face on the job.

7. Identification - belonging
Establishing who someone is or what they do
Uniforms – outfits or articles of clothing that are alike and specific to everyone in a certain group
Dress Code – clothes that fall with in a certain range of options acceptable according to written or unwritten rules
Peer association
Everyone wants to fit in somewhere. We use clothes to send signals that we are acceptable in certain groups.

8. In each of these pictures it is obvious who &/or what the person is
In each of these pictures it is obvious who &/or what the person is. We have a bride and a cheerleader – no question!

9. Status – self esteem
His or her position or rank in comparison to others
Recognition, prestige, social acceptance, peer approval
Designer labels/haut couture
High end jewelry
Insignias or emblems

10. Princess Grace of Monaco has identified her status and wealth through her dress, gloves and jewels. Usher has made it to the big time and isn’t afraid to show it with his Armani suit, sunglasses and “bling”

11. Modesty - esteem
The covering of the body according to the code of decency of that society
Generational
Situational
Cultural
Modesty is fluid. What is acceptable to one group or in one setting is completely unacceptable in another. For example – try wearing a bikini to church!

12. Each of these picture show acceptable swimwear
Each of these picture show acceptable swimwear. If the modern suit had been worn at the turn of the century it would have been a scandal. The 1900’s suits now seem silly and impractical – too covered up. Most women in this generation bathed instead of swimming. The wool suits were heavy when wet – they could drown!

13. Adornment - actualization
Decoration, adding beauty
Beauty is a quality that gives pleasure to the senses (visual)
Enhances psychological feeling of well-being
Use of creativity
Expression of individuality
Clothing allows us to feel pretty, special, glamorous... You choose the word. It allows us to express personality and creativity. Going too far in this expression results in extreme fashion that might be ridiculed.

14. You can stop here if you’d like - I usually do!

15. VALUES Ideas and beliefs that are important to an individual
Motivation for a person’s actions
Basis of decisions, lifestyle, and code of ethics

16. ATTITUDE Individuals feeling or reactions to people, things or ideas
Formed from values

17. Personality
The total characteristics that distinguish and individual

18. Conformity vs. Individuality
Conformity – obeying or agreeing with some given standard or authority
Individuality – self expression