Download e-book for kindle: A cultural history of fashion in the 20th and 21st centuries by Bonnie English

By Bonnie English

ISBN-10: 0857851365

ISBN-13: 9780857851369

ISBN-10: 1821821831

ISBN-13: 9781821821838

This re-creation of a bestselling textbook is designed for college kids, students, and a person drawn to twentieth century style heritage. Accessibly written and good illustrated, the booklet outlines the social and cultural heritage of favor thematically, and features a wide variety of world case reports on key designers, kinds, pursuits and occasions. the hot version has been revised and elevated: there are new sections on Read more...


enticing, concise and hugely available, this new version of a bestselling textual content has been revised all through and contains fresh sections reflecting contemporary advancements and two times as many images. Read more...

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Additional info for A cultural history of fashion in the 20th and 21st centuries : from catwalk to sidewalk

Sample text

The association of a particular commodity with a whole way of life was a remarkably successful advertising technique. The purchase of the product promised happiness, security and pleasure, and its absence resulted in personal failure and despair. In short, whilst materialism and superficiality were nurtured by the growing advertising industry, the use of psychological associations was the key to advertisers’ promotions. These marketing strategies underpinned advertising imagery and became a dominant feature of the avant-garde art movements of Cubism and Dadaism in the first three decades of the twentieth century.

Marketed the Bramley Dress as an exclusive line of ready-to-wear fashion garments that could not be sold by any other distributor. By the 1920s, women were coerced through consumer fantasy into thinking that they could express their own individuality and personality regardless of economic limitations, class restraints and conflict. In other words, the needs of the consumer economy effectively became a woman’s needs as well. The use of ‘social psychology for understanding and directing consumer behaviour’ investigated ‘human association and motivation’, and this in turn created ‘lifestyle advertising’.

Veblen’s argument suggests that individual or family status was the motivating factor for the uniformity of dress within Victorian society. Quentin Bell, who relies heavily on Veblen’s work to provide a framework for his own study, argues that this theory is limited because it is time(or period-) specific—in this case, to a nineteenth-century sociological determinant. Bell’s classic text On Human Finery refers to this as ‘class solidarity’, and concludes that ‘the usual desire of the great majority of those who follow fashion is not so much to achieve personal distinction, as to emerge discreetly into a “distinguished class”’ (1992: 181).

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A cultural history of fashion in the 20th and 21st centuries : from catwalk to sidewalk by Bonnie English

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