This article has been written by keeping in mind the effects of the tumultuous economic downturn, social changes & technological advances on the fashion. It will scan how periods of austerity have impacted on the fashion industry from a historical perspective; analyze the situation on these sectors nowadays, particularly in relation to fashion. It will also examine the effects of new technologies, social & economic trends on fashion.
Fashion has always been greatly influenced by social standings and accessibility to money. In the 30s, there was a shift to purchasing more inexpensive items for the common people while if you could still afford it you would buy your clothing from abroad. During this time a lot of American designers emerged and with the help of movie stars helped to set trends without having to spend the money. Zippers were less expensive than buttons so they became very popular. As the effects of cinema became more evident, the hemlines altered from mid-calf during day time to full length in the evening. Mens fashions were more relaxed and the v neck sweater and wider pants replaced the 3 piece suit. A hat for a man was a social standing and was a sign of a well-dressed male.
Technology had many advances during the 20th century as well. This included the first glimpses of the TV set, as well as medical improvements.
Technology has proved to be a great drive in the vicissitudes and trends in fashion. Silk was produced years ago which helped in the new dress styles for evening wear that became very popular with time. Cotton increasingly got more popular and was manufactured more because of the great demand for an easy to care for fabric. Gradually people overcame the obstacles of the depression and were still able to see the positives and relay that into their fashion choices. If one looks good one feels good. During austerity period, when the money was scarce, one was able to get cheap fabrics and more women started sewing more themselves to save money as well which enabled them to set trends in their own social circles that were to stay around for decades.
The behavioral content of the core assumptions is too simplified. Who can reasonably deny that individual preferences to some extent depend directly or indirectly on what other individuals around are doing? People do care actually about what others think or say. Let us consider, as the simplest example, fashion, which has obvious implications in many economic sectors, from clothing to leisure and finance.
An antiquity of austerity in fashion
Throughout the Twentieth century the world has endured various periods of economic austerity triggered as a result of war, political upheavals, and market uncertainties. World War One, the Second World War, the Wall Street Crash, the Oil Crisis, Black Monday etc. have all had a negative impact on the lives of millions of people in their respective societies.
There was a move during the 2nd world war to train women in mending classes, so they could use unwanted cloth for making new clothes and learn how to extend the life of their existing clothes by mending.