97 MODULE 1: TERM 1 – Design in a business context 2. Historical context and style


In order to determine future trends, forecasters look at fashion. Designers/stylists/visual merchandisers all scramble to view Vogue’s new releases every year in order to determine which influences will play a role in the following summer or winter fashion ranges. You might have heard that there is nothing in fashion that is still leſt to be discovered. Tis in some part is true: we only re-look and rework previous design eras. In order to understand the outfits and designs that you view everyday in retail outlets, we need to have a good understanding of the history of “fashion”.


“Fashion is not something that exists in dresses only. Fashion is in the sky, in the street – fashion has to do with ideas, the way we live, what is happening.”


Coco Chanel Style Sheets


Find or draw your own examples that represent each period or style as listed below and on the next page. Use the white blocks provided and add your examples to these style sheets.


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In the 60s the hippie movement changed fashion radically. Bell-bottom jeans were the craze with floral shirts, patterns still derived from the 50s! Woman and men wore longer haircuts, mullet-hairstyles (short in front, long at the back) were the craze. Towards the end of the 60s the dress lengths shrunk to the infamous mini-skirt, barely covering your bottom with the result of hot pants becoming fashionable. In the music industry, Te Beatles with their cropped hairstyles and short fringes sent woman into a tizzy! Late Modernism made its appearance in archi- tectural styles, creating skyscrapers with rectangular forms, reaching


up into the skies, becoming monumental forms.


Polyester and nylon made their entrance in the world of fashion that revolutionised certain fashions and trends. Jimmy Hendricks, in the music industry, seemed to open up a whole new world on his guitar. Te architectural style in the 70s changed to High Tech buildings where the skeleton structure of the building wasn’t hidden anymore: instead it was displayed on the outside of the building as part of its characteristics, celebrating technology by having high gloss finishes such as polished chrome and other very expensive materials.


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DESIGN IN A BUSINESS CONTEXT


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