Gender and Consumer Culture in France from the Late 1800’s Through the 1920’s

“In any era, fashion is a reflection of the time and what is going on in the culture politically, socially and economically.”1 The 1920’s witnessed a variety of dramatic changes for women; these changes, such as shorter dresses and stronger attitudes occurred primarily after World War I in spite of the prolonged development of women 's’ rights through 1914 and 1920. With their new hair, fashion styles, and attitudes, women had started what became known as the “Flapper Era”.

The 18th century, more precisely between 1715 and 1789, was a significant time period in the fashion sphere for women in France. The time period itself was a mark of great change for the history of France due to various political reasons as well as various art movements and often times fashion, despite being a branch of art, is overlooked by most viewers. However, fashion during this time excelled in France and was essentially the symbol of a new era in this domain; French fashion was now snowballing into something much greater that still echoes to this today. Ultimately, the goal of this essay is to describe women’s fashion during the period of 1715-1789 and the shifts it made through the analytical use of various sources including artwork, literature, museums’ online archives and internet sources.

There have been and still are hundreds of fashion designers in the world. But only a few of them have had any major impact on fashion industry today. And even fewer have revolutionised the fashion industry completely. One of these revolutionaries is the renowned Christian Dior. He reestablished Paris as the centre of the fashion world, and created his name as a symbol of elegance, quality, and modernity. I will be looking into how Dior’s context informed his practice, by using three of his most iconic and popular designs; The Bar Suit, Venus Dress and the Cygne Noir dress. And how these were a direct representation of 1945-1950 France.

The chapter, From Rosie to Lucy, by James West Davidson and Mark Hamilton Lytle, is about how the feminine mystique changed drastically from the era of WWII to the era of the baby boom. The shift was attributed to men’s influence on the women through fashion trends, magazines, and TV shows. The main purpose of the chapter is to show that the propaganda through TV and society affected individuals, and more specifically the feminine mystique.

Let’s take a look at the women’s of the 1920’s, the changes that took place in fashion and the roles of women in society. Women’s fashion will be compared from early days up until the 1930’s, with a brief comparison of the roles of women before and after the 1920’s. A discussion of the different avenues that opened up for women after 1920 and the impact that it has had on modern day women will also be covered within this paper. you need a stronger introduction

The 1920s was a decade filled with prosperity, chaos, and excitement. During the 1920s, many ground breaking inventions were introduced, such as the Model T Ford, the radio, and the television. The discoveries and cultural developments of the 1920s would go on to shape America for decades to come. The 1920s was arguably one of the most important decades in American history, in regards to the impact it had on American culture and way of life. Such an important decade should have a nickname, thus the 1920s were called the “Roaring 20s.” The decade of the 1920s is referred to as “roaring” because it was a time of dramatic social change, as demonstrated by the birth of a consumer society, the rise of a party culture, and the abandonment of long standing morals.

When the war started, women had to take over the jobs of men and they learned to be independent. These women exemplified the beginning of change. Coupled with enfranchisement and the increased popularity of birth control, women experienced a new

One of the most iconic changes that occured in the 1920s was the change in women's wardrobes and lifestyle. Before the 1920s, the traditional woman’s

After the War Chanel returned to Paris in 1953 to find that Parisian women were obsessed with Christian Dior and the “New Look”, which is a very feminine

One factor of women’s lives that changed as a result of World War II was fashion. It all began with the invention of nylon in 1939. Once this

Fast forward to Chanel’s young adult life, and you can see it wasn’t long off that she would set up shop in Paris, France in 1910, eventually expanding out to Deauville, and then Biarritz. She had started off with designing, and marketing hats which became a very successful hit amongst the fashionistas of that day. Chanel’s empire was growing exponentially, and in 1920 she expanded into the realms of couture now working in jersey which at the time was unheard of in the French fashion circle. Soon she was blurring the lines of what was acceptable, setting fashion trends instead of adhering to the routine, and was giving way to entire style genres such as the “chemise” and the “little boy” look. Her fashion statements were a gigantic contrast to what was socially acceptable, and of course Chanel fell under scrutiny over it, but she went on to create more casual, shorter, and idyllically “liberating” clothing for the day’s modern woman. In essence she was liberating women from the stuffy, confining fashions that they were used to, and giving way to a loose more relaxed style all together while maintaining it’s inherent feminine charm. Chanel was creating more than just a design, or an article of clothing, she was creating a movement that would change the way society viewed fashion in it’s entirety. (Lewis)

Coco Chanel and Elsa Schiaparelli were two of the most iconic fashion designers of the ‘20s and ‘30s. Through their devotion in wanting to reshape the definition of what it meant to be a woman, matched with strong feminist qualities, both designers challenged the previous notions of femininity, stemming from the restrictive Victorian era. While Schiaparelli and Chanel are considered to be the most influential female designers of their time, it is important to acknowledge that both women are relatively different in terms of their artistic qualities and what they have brought to the world of fashion. Chanel is commonly linked to the idea of having created clothes that were specifically made for the comfort of a woman, always keeping in mind simplicity, elegance and

Another area in which women made changes was with their appearance. Women used their attire and style to show an independence, a certain freedom in which they alone had control. Starting with the “Gibson Girl”, women dressed in long, slim dresses, freeing themselves of the poufy petticoats of yore. Women started wearing shorter dresses and shorter hairstyles, leading to “Flapper Jane”. “Women started wearing “less” clothing, shorter dresses, cutting off their hair, and just being more “sensual” than normal”, (Bliven, 1925).

Before the 1920’s, women’s attire was considered fairly modern. Women would have worn clothing with more of a silhouette than clothing that was loose and flowy. The length of their dresses never revealed more of their leg than just their ankle. Women received bad reputations when showing their knees or even their calfs. Women in the 1920’s also had a different ideal figure than most women do today. The body types women wanted to achieve also transformed into a more feminine look. This look consisted of low bust lines, higher hems lines, and showing off more curves than ever before. These women became unapologetically fearless.

The 1920s was a period of change and reform in many things ranging from entertainment, consumerism, and fashion. Fashion, one of the greatest changes in the 1920s was influenced by designers such as Coco Chanel, Jean Patou, Clara Bow, also known as the “It Girl” all influenced fashion for both women and men in the 20s. Previously, women had to behave polite and modestly and had to wear long dresses down to the ankles. But some women started to go past those social boundaries that were set by society. These women would go to speakeasies and smokes in public. The women who did these things are referred to as flappers. Men and some women saw flappers as a disgrace and were disgusted by their way of living. Slowly, as the years began to pass, women such as Coco Chanel, Jean Patou, and Clara Bow came into the fashion and entertainment industry changing the fashion and women’s ideas.