The Modern Era
1960’s: New York continues to be the epitome of undergarment merchandise, with many design companies being based in the city itself. This kept business prominent in America. 1970’s: During the waves of feminism, fashion was a common way of rebellion, going against a typical “modest housewife” style. Some women commonly would “burn their bras” as an act of opposition. More masculine clothing choices such as jeans and tee-shirts were common: rather tom-boy-esque. 1980’s: Women’s fashion began to shy away from the femennist/masculine style and focused on more girly, sassy attire. Oversized dresses were more prominent, with many accessories such as bangles and lace gloves. This is portrayed as a more innocent look for women. Also leggings, shoulder pads, frills and bright colors were very common. 1981: The influence of media grew considerably with President Reagan’s Inauguration being a perfect example of an eye-catching luxury event. Consumers witnessed a mass amount of exposure to fashion, glamour, and an all around luxurious attitude throughout America at the time. 1990’s: All of the past decades of colorful eccentric styles and accessories became less popular among women in the 1990’s. A grunge, punk fashion was more common, with brightly colored hair, tattoos, sneakers, belly shirts and baggier pants and sweatshirts. This look was scene on both everyday teenagers and the runway, being made particularly famous Marc Jacobs. 1994: NAFTA (North American Free Trade Agreement) is set into effect, which creates restrictions and allowances regarding clothing, fabric, and textile trade between the US, Canada, and Mexico. This meant an end to tariffs and taxes for exporting goods. (use link to NAFTA laws) 1995: Companies begin putting their merchandise on the internet, making shopping easy to do while at home. (eBay) (Amazon). 2000: Polo Ralph Lauren website was launched, showcasing all of his collections, allowing any viewer to be immersed in fashion. His moderately expensive but practical dress clothes for women are based on a classy, business-like style, while still keeping the connection to the emblem of Polo. January 2001: America and Vietnam sign a treaty, resulting in a 6,000% increase of exports regarding textiles and manufacturing, from VIetnam to America. This boosts industries in both countries because there are more jobs and a heavier money flow. The US has a way of purchasing more fabrics, etc, and the Vietnamese have more jobs. 2000’s: Commonly at the turn of the century, a more casual approach to fashion in daily life was taken. Bell-bottoms (recurring from the 60’s and 70’s), skinny jeans, graphic tees and tank tops were seen as common types of apparel. |
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