960-1969 Cosmic Fashion and the Twiggy's Reed
As a result of the post-war baby boomers, young people became the main consumer of clothing in Europe. And since before that time the youth fashion did not exist at all (the younger generation had smaller copies of adult models) designers had to urgently reshape the styles of their products for the requests of twenty-year-olds.
It was fashion, dictated by the Beatles, hippies and Yuri Gagarin. The flight of the latter into space gave rise to the demand for boots-pout, cloaks of geometric cut and overalls of silver color. Historians and stylists have not yet come to a common opinion than to consider 1960-1969 in the fashion world: a decade of bad taste or a golden age of new freedoms.
But not everyone approved of the youth style, with its sharp lines, bright colors and synthetic materials. For example, when Yves-Saint Laurent in his first collection brought black turtlenecks and leather jackets, colleagues and fans of haute couture to the podium, severely criticized him for such a "lack of femininity." This show cost Laurent the post of creative director of the fashion house "Dior". However, the designer did not fall into despair. Firstly, the brutal collection on "hurray" was met by young friends of desperate rockers, and secondly, Yves for a long time wanted to go on a free float and to open own manufacture of clothes.
For the former refinement and elegance of women's clothing, the well-known lady Coco Chanel fought for a long time. Once she even tried to teach a lesson of good taste to the idol of the then youth Brigitte Bardot, inviting her to try on a classic black coat.
"Oh, drop it," the actress waved. – “It's already old fashion.”
By the end of the decade, the word "classic" and "elegance" have become synonymous with old age and no longer imitate their mothers, and mothers, when young, try on things from the daughter's wardrobe: raincoats with geometric patterns, denim jackets, sentimental hoodies and knitted South American ponchos.
1970-1979 Hippies, rockers and disco
In the 70's, young people entered with flowers in their hair and a smile on their lips. But because of the complicated political situation in the world (the war in Vietnam, unemployment in Europe, confrontation between the US and the USSR), the peace-loving mood of the majority soon gave way to aggressive enthusiasm. Fashion turned to the consumer and no longer people, adjusted to the creations of designers, and designers worked under the requirements of the masses. Women's magazines have stopped printing tips that are fashionable or not fashionable to wear this season and have given "good" to individuality. "Be Yourself," they urged.
As a result, rockers and punks chose camouflage, leather and safari jackets, hippies found comfort in knitwear, soft raincoats and capes in the style of country and folk, and "golden youth" having reduced their lives to the formula "sex, drugs and rock 'n' -roll "went out into the street in defiantly bright clothes in the style of" disco "and" op-art "(optical art). It was a time when the costume could tell more about its owner than he did. Here are just some of the popular fashion trends of the 70s:
By the end of the decade almost every European country had its own "fashionable" specialization: England, addicted to fitness and oat flakes, became the center for the production of sports outerwear, cold and practical Scandinavia specialized in down jackets, France, thanks to the middle class who loved the clothes of the peace-loving hippies, set course for natural materials (primarily fur and silk). And the Italians, tired of frivolity and the "sparkling kitsch" of the early 1960s, reoriented themselves to calm colors and respectability in their outer clothing. The most desirable thing is a coat of beige color, photos of which could be found everywhere. Namely - a coat of camel hair from Akilla Maramotti and a tweed jacket from Armani, which should be worn along with a white shirt and jeans.
1980-1989 Clothes for success
By the end of the XX century fashion designers and designers of the Old World were exhausted. Fundamentally new models were not invented and most fashion houses had nothing else but to rethink the fashion styles of the early twentieth century. The broad shoulders returned to the podium, the Dior "A" - the silhouette and all sorts of hats. The fashion designers of this time looked cute, confident and optimistic.
At this time, over the ocean, American women, trying to catch up and overtake men, actively learn the office dress code. Before going to bed, the purposeful miss reads John Molloy's best-selling book, "Clothes for success," and in the morning runs to the store for a tight striped suit and a voluminous "asexual" coat with an English collar. Famous brands, expensive accessories, clothes from one designer - all this in the early 80's began to be considered a good tone of a successful person.
By the middle of the decade, the baton of business style was picked up by the Italians. Their coats were so well-cut and the costumes perfectly planted, that soon the whole business elite of the world was at their feet. Or rather, at the feet of two leading designers of the time: Gianni Versace and Giorgio Armani.
1990-1999 Hip-hop and a fur coat from teddy bears
The nineties. From the headphones beats Modern Talking, shops are filled up with tons of snickers, young people are surely going to meet Millenium in shiny coats and sneakers on a thick platform.
Young Europeans have "everything in chocolate", cheerful hip-hop (sports jackets, dimensionless sweatshirts, nylon "bombers") and an untidy grunge (leather coats, jackets with decorative patches on elbows, nylon jackets) set the mood in clothes.
In contrast to the mass market, manufacturers of luxury outerwear at this time prefer not to experiment with the shape and color, but with materials. So microfibre jackets are born, "breathable" down jackets and a coat with water-repellent impregnation. The era of high-tech things begins, and some designers are so addicted to it that bullet-proof jackets, cloaks that protect against acid rain and jackets, on the hood of which the night vision goggles, appear.
By the mid-90s, the movement of the "green" was gaining momentum. Defenders of animals pour paint and throw tomatoes fashionistas in mink coats. The film stars refuse to appear in advertising of products made from natural fur one by one, and designers have nothing else to do but work with synthetic material. Franco Moschino, for example, did not get confused and sewn a fur coat from plush toys.
However, within a few years was proved that artificial fur is dangerous for health, and the sheepskins, fur coats made from natural materials and fur coat trimmings proudly returned to the fashion world.
Beginning of the XXI century, the magazine Cosmopolitan recommended that women of all the world meet "dressed up" in ... the embrace of a loved one. Because even Yves-Saint Laurent said: "The best clothes for a woman are the embraces of a boyfriend."