Clothing in its original form is as old as mankind. In the beginning, clothing had only a practical meaning. The cloaked body was protected against the weather conditions. The aesthetic function of clothing was soon added to the protective function. For example, it was decorated with shells, bits of bone or animal teeth. Already in the prehistory of mankind, individual persons stood out through special clothing. Such as tribal chiefs, medicine men or magicians. In recent history, aesthetics in clothing began to play a large role, which increased as society began to divide into classes. Already in ancient times, the "fashion" in the rich class of the population was made of correspondingly expensive materials. The poorer class used linen, wool or other simple materials.
In the Middle Ages there were very strict rules about who had to dress and how. The people and their status in society were very clearly recognizable by their clothing. The term fashion dates back to the 17th century and is borrowed from the French noun mode. It was the time of Louis XIV also known as the Sun King. Today, fashion offers the opportunity to express oneself individually. In the 1920s, when women wore crinolines, corsets and floor-length dresses, Frenchwoman Coco Chanel radically reinvented fashion. And that meant: simple, functional clothing that was still elegant.
Marlene Dietrich was the first German to rise to stardom in Hollywood. Classic role clichés bored Dietrich. And so it was she who was one of the first women to wear men's clothing in the 1930s and invented the dandy look. Tails and top hats suited her just as well as feather boas and veils. Marlene Dietrich preferred to wear wide men's trousers with straight legs and creases - today the “Marlene trousers” are one of the fashion classics. At the beginning of the 1950s, young people, especially males, rebelled by wearing jeans and leather jackets. The ladies began to discover their femininity. Englishwoman Mary Quant created the miniskirt in the 1960s. The androgynous model Twiggy made the look famous, and generations without trousers followed – sexy to the point of provocation.
From the mid-1960s, the hippie movement burgeoned. Breaking out of rigid conventions is celebrated as a liberation and the young world quickly becomes a social model: the demands for fashion are subject to intellectual change: the elitist function of belonging to a certain class gives way to a dynamic philosophy of life. The psychedelic color combinations and graphic patterns are typical.
At the beginning of the 70's comes a new kind of anti-establishment rebellion. The punk movement with its black leather outfits or tattered jeans, which serve to protest and rebel against social values and conditions. Shaped by the turbulent times, the opposition attitude of the young people is also expressed in imitation military uniforms in everyday life: parkas, khaki boots and camouflage patterns become counter-symbols of state militarism. From a fashion point of view, the 80s are very style-defining and sometimes just weird. The fashion is wild but elegant at the same time. Keywords of the decade are v. a. Dress for Success and Powerdressing.
Brands and exclusive fashion labels show who you are. Fashion is again an expression of a status. TV series like Dallas or Miami Vice influence the style of clothing. Blouses, tops or jackets with shoulder pads, tight skirts with a narrow waist and wide belts with eye-catching buckles. But also wildly patterned or neon-colored baggy sweaters with leggings, hairbands and cuffs can be seen on the sidewalks.Jeans, like the Levi's 501, are celebrating their comeback In the nineties, the influence of music videos on fashion is undeniable: with the emergence of techno music, shrill bright colors, crop tops and platform shoes found their way into wardrobes. The grunge look is characterized by worn clothes, a lumberjack shirt and ripped jeans. The icon of that movement was Nirvana frontman Kurt Cobain. Today, more than ever, it is important to stand out in fashion. This individuality is very important to consumers today. It's about sending a message, a statement, with your fashion.
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