1. Re-think, Re-generate, Re-envisage fashionable sun-safe apparel BROUGH Dean 1, BALDWIN Louise 2 Dean Brough Creative Industries Senior Lecturer (Fashion) Course Coordinator (Fashion) Queensland University of Technology

3. Alexander McQueen (Spring) 2009 Rudi Gernreich Topless (first monokini) circa 1964

5. Clothing Fashion

8. Norms of behaviour/beauty

10. ‘dick togs’... they still have a place

11. the ‘ sun bronzed Aussie ’ enjoying the outdoor lifestyle symbolizes a distinctive part of being Australian (Bell 1992)

12. until the early 20 th century sun tanned skin was viewed as indicative of working class farmers and outdoor labours extreme paleness was prized - lead based concoctions used to create pallid complexions fair skinned associated with wealth, nobility and viewed as desirable (Keesling & Friedman 1987)

13. Tennis Team 1928 uptake of leisure activities, cycling, golf, tennis, holidays 1920’s advertisement

14. Vogue proclaimed ‘The 1929 girl must be tanned ’ ‘A golden tan must be chic ’

15. In the 1920s, Coco Chanel championed the idea that sun tanning was glamorous Vogue July 1, 1932 cover.

16. Lelong bathing suits 1929 Bondi beach1930 C1930’s

17. By 1950’s sun tanning was enmeshed in Western society Tan was a sign of good health 1953 Coppertone advertisement

18. 1960’s

19. 1970’s

20. 1980’s

21. Summer of 1981/1982 Cancer Council of Victoria introduced Slip! Slop! Slap! Campaign – Sid Seagull Seymour the Snowman campaign & Me no Fry campaign summer 1990/1991

23. Successful program – Australian beaches with the majority of children under 10 will be seen with rash shirts and hats (McCarthy 2004) At this point, most children under 10 are not as directly influenced by the sway of fashion, as parents have control

24. Adolescence is recognised as the most vulnerable period for high sun exposure Schofield et al. 2001 NSW Health Department and Cancer Council 2001, Dobbinson et al. 2005 Australian adolescents are consistently found to have good knowledge of sun protection Broadstock et al. 1996, Livingston et al. 2003 Adolescents are consistently found to exhibit low levels of sun protection behaviour ( Summerville et al. 2003, Dobbinson et al. 2005, McCarthy 2004)

26. Peer pressure with the need to conform was a higher influencing factor than sun protection (Lupton et al. 1996, Livingston et al 2003, Paul et al. 2008)

27. Adolescents expression of identity is largely through the clothing they wear (Balet 2006) Clothing is the most suitable and understated medium to protect against UVA and UVB (Melody et al. 2006)

30. Promoting clothing as sun protective may compete with social and fashion trends (Dixon et al. 2008)

31. Need to promote fashion first …it just happens to be sun safe as well

32. Modern Modesty – stealth approach to sun safe design education

33. d esign + s cience + C ommunication

34. Design Resolution – heat build up d esign Heat build up – huge issue Transformable adaptable apparel – addressing spontaneity

35. Co branding e.g. Zimmerman + Cancer Council ? d esign

36. Co branding – performance wear d esign

37. Retailing opportunity d esign

38. Textile innovations s cience

39. Alternate Channels c ommunication Fashion blogging Fashion media/editors Rashies get stylish and sexy with new range of sun-smart swimwear... ANOOSKA TUCKER-EVANS (FASHION EDITOR) THE COURIER-MAIL

40. Alternate Channels (stealth) c ommunication

41. Alternate Channels c ommunication Gold Coast Swimwear Fashion Festival – sun-safe design award

42. Assessment is based on UVR transmission of fabric only, not the design and suitability in relation to usage…sun, salt, lifestyle etc UPF textile rating …only part of the story