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WWII
Great Britain and France going to war with Germany sparks the inspiration of military style designs in the fashion industry. Garments were designed around safety and protection, they were not the most beautiful clothes to look at in comparison to other time periods. -
Nazi Occupation
The Nazi Occupation completely changed trade routes and relations with other countries. The French were especially hurt by this and practically drained of all their resources, specifically textiles and fabric for clothing. The French were still very passionate about fashion and focused on making a comeback. -
Clothing Cards Introduced
Because of the complete depletion of French resources, certain textiles and fabrics became very hard to get and in turn, very expensive for Parisians. High end fashion was practically inaccessible for the French. Clothing cards were introduced to the French so that they could make small purchases. -
Parisians get crafty
Parisians were still very much enamored by the fashion industry and wanted to continue being a part of it despite WWII. Slowly, fashion started to make way back into the lives of Parisians. They used simple textiles and scraps to design clothing that represented French culture, for example, the beret. While the Germans still held the majority of the control over Parisians and their rights, but they still continued to fight. -
"Dior saved Paris"
Christian Dior instilled hope in the French fashion industry after WWII. During WWII, the only French fashions that were introduced were bland and made of scraps. Dior offered a brand new perspective, giving French fashion consumers a great deal of hope. Dior made women feel feminine again. This inspired not only French markets, but also American markets and other nations. -
Italian Fashion
Italian fashion started to make its way into the fashion scene of the late 1940's, described as "charming" and refreshing. Americans especially enjoyed Italian fashion, giving French fashion a run for its money. This was an incredible revolution for the two most prominent fashion industries in the world, France and Italy. -
Youth Culture
In the 1950's, it was clear that the youth culture was taking over the fashion industry. Specifically influenced by what the young people were into such as music and drugs, clothing started to represent such interests. Paris started to get upstaged by London. -
What Happened to Haute Couture?
With such an emphasis on youth culture, it seems that haute couture has lost its rage. With that being said, the French started to take note adopt younger styles as well. Affordable, youthful fashion was the new haute couture. -
Fashion Revolution
Anyone who knows fashion knows that the 1960's were a time of enlightenment, growth, and prosperity for the fashion industry. From youth culture to pant suits, this was a time of self expression through fashion. -
The Sad Seventies
Unfortunately, fashion took a fall again. Haute couture especially struggled during this time period, and so did the economy. In an effort to save this, a fashion show titled "The Battle of Versailles" took place. French and American designers took part in this effort. -
Milan
Milan was quick to rise up in regard to the worlds most fashionable cities. These clothes were in high demand due to their stylish appeal. The simplistic, sporty, and exciting styles made Milan a fashion hotspot, some argued even more so than France. -
Paris Fashion Revival
Couture was back and better than ever in France with fresh new looks from favored designers like Saint Laurent and Chanel. Paris proved themselves once again with their high quality and strikingly beautiful designs. -
Haute Couture fights for survival
While Haute couture was cherished and adored by many, the number of clients was small as very few could afford it. The pieces were not timeless and could not withstand that ever changing demands of consumers. -
Fast Fashion
Fast fashion was in high demand starting in the 2000's due to such a wide range of styles and designs being offered. While designer brands were still sought after, fast fashion companies started to realize their power over consumers everywhere. -
Technology
As technology began to sweep the industry, artisanal designed haute couture garments became rare and highly valued. Ready to wear designs became a more accessible option for fashionable people. With more designers coming into the fashion industry everyday, the art and culture side of fashion gets lost.
