Factors

Influencing
Fashion
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Factors Influencing
Fashion- Accelerating
and retarding factor
influenced bySocial

Factors
Cultural Factors
Economical Factors
Political Factors
Technological Factors
Sports
Music
Designers

1. Social
Factors

Roopali & Surabhi

1. Social Factors
Class/Segment,
Income

group
Gender
Ethnicity
Age
Occupation
Body Shape

Social Factors
Awareness- People are
more knowledgeable about
fashion elements and colors
for the season. This demand
is self generated or imitated
by fashion magazines or
window displays. Wearing a
latest trend is not trying to be
in sync but to feel confident.

Social Factors
Office

goers no more
succumb to the typical sari or
plain wear salwar suits. The
idea is to maintain the formal
dcor and this is possible with
specially tailored office suits
be it a pant suit or a skirt
jacket. The variations in the
length of the skirt is to be
dealt with decency.
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Social Factors
Comfort

is required in all
areas be it kids wear, shoes,
sports wear or gadgets. This
makes more need for
designers to experiment on
newer creations.

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2. Cultural Influences

Roopali & Surabhi

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Cultural Influences
Since the 1960s, sources of fashion
influence have multiplied.
Centers of fashion influence include
Paris, Milan, Tokyo, London, New
York and Los Angeles.
Fashion no longer "trickles down"
from couture to the mainstream;
fashion directions come from
everywhere - various ethnic groups,
youth looks from the street, etc.

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Cultural Influences
By

the late 1960s, interest in

the world's cultures was
evident in fashion. Designers
stopped "looking to the future
for inspiration and began to
plunder the world's ethnic
minorities. Every culture had
something to offer"
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Cultural Influences
Fashion

designers have since

incorporated more and more
design elements from other
cultures into their lines
Contributing to this trend is
the fact that ethnic diversity
has become more evident in
the US.A.
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Cultural Influences

1963 Hawaiian Influence

- "Blue Hawaii" - Elvis film set in Hawaii

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Cultural Influences
1965 Russian
Influences - "Dr. Zhivago" film - set during Russian
revolution - overcoats worn
by Russian military and by
Julie Christie, the female lead,
in the film inspired coat
designs.

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Cultural Influences

1976 Russian Influences Yves St. Laurent was inspired

by Russian influences for his
Winter 1976-77 line.
In this collection, St. Laurent was
inspired elements of European
peasant dress (embroidered folk
blouses, milkmaid's tunics, and
Cossack [Russian] costume) and
transformed them into fabulous
couture garments 1977.

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Cultural Influences
Egyptian Influences - King Tut's

treasures (Tutankhamun)visit US,

US designers inspired, jewelry,
makeup and a few clothing items
inspired by Egypt (Tortora & Eubank,
1994). Steve Martin performs "King
Tut on Saturday Night Live.
Steve Martin- American actor,
comedian, musician,

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King Tut's treasures

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King Tut" is anovelty

songperformed bySteve Martin.

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Cultural Authentication of Indian

dress in the US
In

incorporating Indian costume styles into

1960s contemporary American fashion, the
degree of cultural authenticity varied between
social systems.
Nehru

Jacket
The Nehru Jacket was one element of Indian
dress that penetrated western dress.

Tie

Dye
The psychedelic tie-dyed garments of the
sixties, seventies and today are derived from
an Indian resist-dyeing technique called
bandhani (Hindi for "tie" or "bind").
Roopali & Surabhi

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Chinese Influence
In

the late 1960s, the Chinese

worker's suit became a mode; the
Mao suits were found in fashions in
1967.

This

especially has brought Chinese

influences into Western apparel over
the last few years. Mandarin
collars, cheong sam (chi pao)
variations, fabrics with typical
Chinese motifs such as the
dragon have been very popular.
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Mandarin collar

Mao suits (Chinese

tunic suit)
cheong sam (chi pao) variations

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Important Designers influenced Fashion

Armani - brought soft Italian tailoring to women's wear in the 80s. "It is impossible
to overestimate the influence of Georgio Armani on late twentieth century fashion.
His unstructured, beautifully made suits are high on the wish-lists of all sorts of
women"
Courreges - Associated with "space age" designs.
Rudi Gernreich - Known for sport clothes and for such radical looks as a topless
swimsuit, see-through blouses and 'no-bra' bras in the 1960s.
Halston - the quintessential 70s look. soft layered effects, pantsuits or jumpsuits.
Donna Karan - dresses women like herself. Casual, soft looks; lots of knits.
Calvin Klein - Klein's signature is immediately recognizable. He has a spare, lean
and simple look that makes everything sexy and sophisticated in the subtlest of
ways. Or in Klein's own words: "My personal philosophy of style is simplicity.
Minimalism to me is the sexiest quality a man or woman can posses." He works in
every fashion category for men and women, including tailored clothing, home
furnishings and accessories. He has made his name not only through designs that
lead, rather than follow the pack, but through a knack for promotion and especially
his provocative advertising campaigns, that tick some people off and titillate others,
but in every case, make you remember his name

Karl Lagerfeld - took over Chanel line in 1982.

Ralph Lauren - known for western looks, outdoor wear and use of natural fiber
fabrics
Mary Quant - Influential in the Mod styles of the 1960s. Important for the miniskirt of the late 1960s. Helped make London a fashion center in the 1960s
Yves St. Laurent - originated many innovative styles, soft fluid looks, impeccable
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couture styling, often uses ethnic inspirations. Was at Dior before opening his own

Economical Factors

Asian Countries like India are emerging from recession.

Younger age group & more spending power, international
brands are coming in henceforth economy is
strengthening.
Spending power of people is increasing. Almost all
graduates enroll themselves in professional courses and
position themselves in respecting posts - more
disposable income.
When the economy is bad and conservatives are in
office, people tend to dress more severely. During
periods of more liberal administrations, and when the
economy is doing well, fashion becomes more extreme,
more expensive, and more colorful. Hemlines rise and
clothing becomes more flamboyant and free-spirited eg:recession time (sale) lesser merchandise in stores.

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Economical Factors
Changes in fashion help to keep the

manufacturers, distributors and retailers

of clothing and footwear in business. It
also provides work for advertisers,
models and various others. The media
benefit from the advertising revenue.
Spending

patterns is now going towards

high fashion & luxury products, retailers
and manufacturers working at margins
between 100 to 200%
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Economical Factors
The Great Depression was a severe worldwide
economic depression in the decade preceding World
War II. The timing of the Great Depression varied
across nations, but in most countries it started in
about 1929 and lasted until the late 1930s or
early 1940s. It was the longest, most widespread,
and deepest depression of the 20th century, and is
used in the 21st century as an example of how far the
world's economy can decline. The Great Depression
had devastating effects in virtually every country, rich
and poor. Personal income, tax revenue, profits and
prices dropped, and international trade plunged by
half to two-thirds. Unemployment in the United States
rose to 25%, and in some countries rose as high as
33%.
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Political Factors

Political Events have always influence Fashion

World War 1: After WW1 women wore shorter skirts and dresses.
During WW1 women worked in factories and it was dangerous to have
long hair and long dresses. Women working in factories had to cut their
hair, and raise hemlines. world war one affected fashion by money issues
and based upon how much time and labour someone had .

World War 2: Shorter skirts, swimming suits, work clothes, etc.

Women started to wear less clothing and skirts became shorter because it
coasted less and money was tight in the 1940s. Work clothes turned into
nothing more than the army clothing soldiers wore in the war. Also,
leather and T-shirts became very popular in the 1940s

Between the wars: The period between the two World Wars, often
considered to be the Golden Age of French fashion, was one of great
change and reformation. Carriages were replaced by cars, princes and
princesses lost their crowns, and haute couture found new clients in the
ranks of film actresses, American heiresses, and the wives and daughters
of wealthy industrialists.
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 Gandhi:

The first true Indian designer was

Mahatma Gandhi when he urged the people of
India to wear khadi garments. It was not only a
call to create self reliance but a call to wear
something that could prove the unity of India.
Khadi was given a more important status by
Gandhi after his return from South Africa.
While in search of the charkha Gandhi felt that
for a nation to turn self-reliant, it had to return
to indigenous manufactured goods.

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Political Factors
Mughal

influence on Rajputs: The

Mughal women used to cover their
faces , this made a mark on the Rajput
culture where women enjoyed much
freedom before the invasion of Mughal
and gradually the purdah system
was introduced all over.

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Political Factors
The

American flag is used prominently in

dresses where as most of the countries bar
use of national flag in clothes as respect
toward the national flag.

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Technological Factors
The

most radical innovations will occur in the area

of "clever clothes.

New

fabrics will take the lead, and fashion

designers will embrace the decorative and
functional potential of revolutionary materials.

Fashion

fabrics with integral anti-perspiring or

scent-releasing features will become ordinary.

"Technologists

will invent more multi-purpose

fabrics, accessories, and makeup and extend the
range of sensory and audio products to wear.
Computer-aided design will provide made-tomeasure garments for the mass market."
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 The

fashion world of the recent past will still be

recognizable, however. "Youth will be in charge.

Pop

music, videos, movies, television, and the

fashion press will still promote fashion's idols and
help to spark the latest fads.

There

will be more sophisticated "virtual fashion"

websites to speed the dissemination of style ideas
worldwide.

Despite access to online shopping, people will still

want the experience of trailing around the mall
looking for that perfect outfit.

Working

from the home in comfortable, informal

garments will be an option of many, but the subdued
suit and corporate image will retain their hold on
office workers' wardrobes.
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Sports Influence On
Fashion
Sportswear

began as a separate category of

clothing in the early 20th century. Before this
people had to adapt their everyday fashion
wear to the sports they were playing.
Sportswear in turn has had a major effect on
every day fashion. It is now difficult to tell
whether many items are intended for sports
or fashion purposes, so blurred is the line
between the two.

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Brief History of the Influence

of Sportswear 1960s-1990s
In the 1960s sportswear began to enter the

mainstream fashion market. The tracksuit

became a popular clothing item and this
continued into the 1970s with velour clothes
that were incorporated into disco fashion.
Tracksuits tended to be bright and baggy
and branded trainers, particularly from Nike
were very popular.
Velour-

A plush woven fabric

resembling velvet, chiefly used for soft
furnishings, clothing, and hats.
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As sports were popular, it became fashionable to be seen in sports

clothes -sportswear fashion Became a part of main stream fashion

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Tennis fashion also became popular. The fitness craze overtook

America and many other countries throughout the 1980s. This led to
a sharp increase in sportswear sales and consequently influenced the
fashion of the day.

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Sportswear tends to be well made by popular brands and this

signifies quality. Brand names such as Adidas were often

seen on the high street and became essential fashion

items for casual wear.
The technology used cost money to develop and investors and
companies can gain more profit by offering the technology to a
wider group of individuals.

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Many sportswear brands such as Tommy Hilfiger were highly

aspiration and seen as a status symbol and lifestyle choice opposed
to mere clothing.

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Sports Influence on Fashion

Today
Sports clothing is particularly popular

in hip hop fashion. It has become a

feature of the urban street scene in
which it is used as a fashion statement
and a lifestyle symbol rather than
sporting clothing.

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Brands

have collections designed exclusively

for athletes and sports enthusiasts most also
have a fashion range available.

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Recently there has been growth in what is known as "luxury

sportswear". These styles and designs focus on both luxury and
comfort and have been used by top designers who wish to add
something extra to their collections. Many fashion designers such as
Stella McCartney now have their own sportswear collection, in
addition to this, sports players and specific sports have become
inspiration for sportswear lines.

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Stella McCartney- AW 2013

Sports Collection

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The Rise of the Cult of Celebrity Sports

Personalities
In

addition to this many well known celebrities began wearing

sports clothes as casual items, these increased the profile and
popularity of sporting brands
Today the main sports brands include Adidas, Reebok and Nike.
All companies spend vast amounts on marketing and try to
attract sports personalities such as David Beckham who has
participated in advertising for Adidas.
This is not a new concept, the major fashion brand Lacoste
initially derived from the 1930s tennis player Rene Lacoste's
sense of style.
However, the current popularity of the celebrity and the great
interest in sport has meant that many wish to imitate their
favorite sports star's clothing and style.

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Summary

In summary, sportswear has had a profound

influence on fashion over the past fifty
years. The comfort and excellent clothing
technology that is provided by sportswear
has trickled down onto the high street and
influenced the fashion of the time.
Sportswear has been particularly popular on
the urban scene and many fashion
designers have been influenced by the
casual designs. Sportswear has become
more fashionable in recent years due to the
cult of the celebrity, particularly the
interest in sports personalities and the
celebrity endorsements used by big brands.
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Music
The

connection between fashion

and music is one of everlasting
glory.
In the early 1960s, fashions
influence on music (and vice
versa), became something
incredibly meaningful and
symbolic to a generation of young
revolutionary minds
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Music
Vivienne Westwood & Malcolm

Mclaren :- dressed the Sex Pistols

early in the decade in ripped up tshirts with safety pins and bondage
gear- which literally kick-started the
punk fashion aesthetic.

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Sex Pistols
TheSex Pistolswere an

Englishpunkband that formed in

London in 1975.
They were responsible for initiating
thepunk movementin the United
Kingdom and inspiring many later
punk andalternative rockmusicians.
Although their initial career lasted just
two-and-a-half years.

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Mary Quant
Quant invented the mini skirt and

hot pant which every hippy & freedom

lover of the 60s adapted into their
wardrobes.
The bikini made its first appearance
after being featured in the musical
Beach Party.
Musicians started wearing
psychedelic prints , while London
Modernists style became what is
known as Mod- conjures up preppy
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images of the early Beatles.

psychedelic prints

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MOD
Modisyouth subcultureof the
early to mid-1960s that was
revived in later decades. Focused
on fashion and music.

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Andre Courreges

French fashion designer

created

the futuristic space look

with white boots & goggles.

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Brian Jones
was an English musician and aband

leaderofthe Rolling Stone. The look of a

dandy with tailored velvet suits, anoraks
and flowing ensembles in bright colors.
Brian Jones was an original founding
member of the "World's Greatest
Rock'n'Roll Band" )
An anorak or parka is a type of heavy jacket
with a hood, often lined with fur or fake fur,
so as to protect the face from a combination
of freezing temperatures

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David Bowie and Kansai Yamamoto

David Bowie-English musician,

singer-songwriter, actor .

Kensai

Yamamoto- Japanese
Contemporary fashion designer,
who designed his Space Oddity glam
rock outfits

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Galliano and Madonnas famous

pointed bustier
Madonnas- American singersongwriter, actress etc.

JohnGalliano-

Britishfashion

designer

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