1. What Is Fashion? Back to Table of Contents

2. What Is Fashion? 2 Chapter 1 What Is Fashion? Introducing Fashion Fashion History

3. What Is Fashion? 3 Chapter Objectives Explain the different definitions of fashion. Identify the merchandise categories of fashion. Explain the difference between style and design. Identify the needs satisfied by clothing. Discuss the early history of clothing. Name some influential people in fashion industry. Identify specific styles in the 20 th century.

4. Fashion Defined Section 1.1 Definitions of Fashion 4

5. What Is Fashion? 5 Merchandise Categories Fashion retailers group merchandise into categoriesbasic merchandise and fashion merchandise. fashion merchandise Section 1.1 Staple items are in the basic merchandise category. staple items

6. What Is Fashion? 6 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 Section 1.1 design

7. What Is Fashion? 7 Fashion Basics A retail customer may select a garment based on its color. garment Section 1.1

8. What Is Fashion? 8 Fashion Basics The three dimensions of color are: Section 1.1 Huethe quality of the color Valuethe lightness or darkness of a color Intensitythe brightness or dullness of a color

9. What Is Fashion? 9 Fashion Basics Line is an element of design that directs the path of eye movement. 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 refers to the intended use or purpose of an object. Section 1.1

10. Fashion Basics Section 1.1 Design Elements 10

11. What Is Fashion? 11 What Are Fashion Products? Fashion is anything that has strong appeal at a given time. Fashion is usually determined by taste. Taste refers to the current opinion of what is attractive and appropriate for an individual and occasion. Section 1.1

12. What Is Fashion? 12 What Are Fashion Products? Fashion products include: Section 1.1 ClothingAccessories Home Furnishings

13. What Is Fashion? 13 Importance to People Personal appearance can identify social position and reflect a persons self-image. Section 1.1

14. What Is Fashion? 14 Economic Importance Fashion is one of the worlds largest industries. It affects the global economy and local economies. Section 1.1

15. What Is Fashion? 15 Economic Importance Fashion can be a reflection of the economic environment. When people are unable to satisfy their basic needs for food and shelter, style becomes less important. Section 1.1

16. What Is Fashion? 16 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

17. What Is Fashion? 17 Why People Wear Clothes People have three basic clothing needs: Section 1.2 Physical needs: Psychological needs: Social needs:

18. Why People Wear Clothes Section 1.2 Why Clothing? Physical Needs Social Needs Psychological Needs 18

19. What Is Fashion? 19 Sources of Clothing History The evolution of dress can represent a visual history of a culture. Section 1.2 Sources of clothing history include: Actual garments Old paintings Fashion publications Photographs Written publications

20. What Is Fashion? 20 Fashion Through the Ages Centuries ago, people dressed according to what society allowed for the social classes. The wealthy class dictated fashion. During the 18 th century, political and social shifts contributed to the growth and influence of the middle or working class. Section 1.2

21. What Is Fashion? 21 Fashion Through the Ages During the Industrial Revolution of the 1800s, garments began being mass-produced. The invention of photography influenced the spread of styles. The fashion magazine Vogue was first published in 1892. Section 1.2

22. What Is Fashion? 22 Historical Trendsetters George Bryan Beau Brummell –Dandyism dandyism during the 1880s, a style of dress for men and a lifestyle that celebrated elegance and refinement Section 1.2 Jacqueline Kennedy Onassis –Understated elegance The Beatles –Mop-top hairstyles

23. What Is Fashion? 23 Fashion: 20 th Century to the Present The Early 1900s Section 1.2 In 1909, Vogue features new loose-fitting clothing for women. Women stop wearing corsets. Skirts get slightly shorter. The invention of rayon leads to more functional clothing.

24. What Is Fashion? 24 Fashion: 20 th Century to the Present The 1920s Section 1.2 Gabrielle Coco Chanel introduces sportswear garments and trousers for everyday wear. Chanel promotes the style of the flappers. Chanel introduces the little black dress. The one-hour dress is invented by the Womens Fashion Institute. Styles are simpler.

25. What Is Fashion? 25 Fashion: 20 th Century to the Present The 1930s–1950s Section 1.2 Movie stars set trends for hair, makeup, and clothes. Nylon is invented by DuPont. To save fabric during wartime, hemlines become shorter. Simple styles represent patriotism during wartime. American designers become more prominent.

26. What Is Fashion? 26 Fashion: 20 th Century to the Present The 1930s–1950s Section 1.2 Womens styles become more traditionally feminine in the 1950s. Christian Dior launches a new style in 1947 called the New Look. New Look

27. What Is Fashion? 27 Fashion: 20 th Century to the Present The 1960s Section 1.2 Social changes, world events, and music affect fashion. New synthetic fibers are invented. Hippie style appears. hippie style

28. What Is Fashion? 28 Fashion: 20 th Century to the Present The 1970s Section 1.2 Disco style appears. disco style

29. What Is Fashion? 29 Fashion: 20 th Century to the Present The 1970s Section 1.2 Punk fashion appears. punk fashion

30. What Is Fashion? 30 Fashion: 20 th Century to the Present The 1970s Section 1.2 Feminist movement influences womens styles. feminist movement of the 1970s, the organized effort to establish equal social, economic, and political rights and opportunities for women; influenced womens fashions with shorter hemlines and the pantsuit for the workplace

31. What Is Fashion? 31 Fashion: 20 th Century to the Present The 1980s Section 1.2 Professional women adopt the power look. Business-casual attire appears. High-quality products become available at moderate prices. Stretchy, synthetic athletic wear becomes popular.

32. What Is Fashion? 32 Fashion: 20 th Century to the Present The 1990s Section 1.2 Americans begin dressing less formally. Grunge style appears. grunge Fashion industry begins to lose the ability to dictate trends.

33. What Is Fashion? 33 Fashion: 20 th Century to the Present Fashion Today Section 1.2 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.