Chapter 1 / The Meaning of Clothing and Fashion
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according to what was allowed for their “social
class.” For instance, members of royalty in some
countries were the only ones permitted to wear
silks, pearls, embroidery, and the color purple
because these items were rare and expensive.
Thus, these items also became status symbols.
Economic and political factors still affect
fashion. People’s moods are refl ected in the
way they dress. For instance, in an era of
hard times, clothing usually gives a serious,
conservative image. People tend to lose interest
in their appearance. In better times, when
people’s spirits are high, they dress in styles
that are more fun and provocative. Styles are
brighter and more adventurous, since people are
more willing to try new, different fashions. This
supports the theory that if the standards of dress
change quickly, the basic social structure of the
society has probably changed.
Popular entertainment causes fashions to
imitate a character of a movie, an actor, or a rock
star. As movies, concerts, and other modes of
entertainment are publicized, consumers want to
identify with them. Patriotism shows in fashions
to support and emulate athletes during the years
of Olympic events. Consumers feel good when
their fashions imitate the look of people who are
recognized or idolized.
Fashion professionals should be aware of all
of these relationships of apparel to society. With
this knowledge, fashion trends can be predicted
and understood. Greater business success
should result.
Fashion Terminology
A garment is an article of wearing
apparel, such as a dress, suit, coat, evening
gown, or sweater. Three separate garments
are shown in 1-21. Examples of garment parts
are the sleeves, cuffs, collar, waistband, and
Luca Luca by Luca Orlandi
1-20 This outfi t shows that fashion of the
early 21st Century was casual, comfortable,
and chic.
1-21 This outfi t is comprised of slacks, a
sweater vest, and a shirt. All are separate
garments, even though they are put
together into one coordinated ensemble.