American

Runway
1900s to present

Ashish, Anisha, Gayathri, Anagha

 When the explorers first arrived to North America around the 16th
century, they noticed the people spoke around 200 different
languages.
The people in North America developed different styles of dressing,
that depended on the climate, natural resources, and geography of
the region where they lived. There were too many diverse native North
American cultures to be described here. Some of the groups include
The Incas, The Maya and The Aztecs. 1900s to the 2000s fashion
evolved fast, from the Edwardian Era to the celebrity influenced
period in the 1990s.

INTRODUCTION
TIMELINE
1900 :The Beginning of Fashion in the 20th Century

 In the beginning of the 20th century, women in America began to embrace

their personal styles. Before the 1900s, styles in America were very modest, and
clothing was only used for cover. The 1900s marked a slow movement of
fashion from simple body coverings to more defined silhouettes for women.
 In the early 1900s, fashion was beginning to change into commerce. But still,
most of the women still wore full cover dresses that showed little to no skin. The
attire was formal and very feminine, with lace, ribbons, and big feathery hats.
Women often changed their outfits during several times a day and also
depending upon the occasions in order to maintain a proper etiquette.
Underneath those frilly, full-cover dresses they often wore a tight fitting corsets.
Corsets underwear garments with long laces that were pulled and tied until a
woman’s body was held in a tightly defined silhouette. Corsets were so
uncomfortable it restricted their posture , eating and breathing. Tight fitting
clothes like these required the perfect fit; many women went to dressmakers to
be measured for their custom dresses.
 Men wore three-piece Edwardian suits with bowler or cloth caps and spats.
Jackets were narrow with small yet high lapels. Most of the collars were
starched and were upstanding, with the corners pointing towards the ground.
Some men wore their collars turned down, with rounded edges and modern
knotted ties. Beards were reserved for mainly older men, and most young men
sported neat moustaches and short hair.
1910s

 Fashion began to be a bit relaxed. The clothes possessed softer lines and they fell over a woman’s curves
rather than forcing their bodies to shrink to their clothing, as earlier. By 1910, women actually began to
throw their corset undergarments away. However, conservative women still hung on to their corsets for a
few more years. Frilly, puffed blouses and fluted skirts continued to be popular. A slightly high waistline was
fashionable, as was a long tunic-like top worn over an ankle length A-line or 'hobble' skirt (cinched in at the
hem).
 When the World War I began in 1914, the couture business suffered a loss in business, So clientele in the
couture business disappeared. Women adopted practical, working clothes and they sometimes wore
uniform, overalls and trousers. Hair was worn in a centre parting, often looped around pads and false hair to
create a wide 'brim' of hair around the hairline. This hairstyle was worn under vast, broad hats with shallow
crowns, heavily trimmed with flowers, ribbons and feathers. Towards the end of the decade, younger
women sported short bobs.
 The three-piece lounge suit was commonly worn, but from 1914 to the end of the decade, evidences from
photographs tell us that many men were spotted in military uniform. Hair was worn parted at the side or the
middle. Older men were sported with beards, but younger men wore moustaches or went with a clean-
shave.
1920s

 At the very beginning of the1920s it was fashionable for women to wear high-waisted, rather barrel-shaped outfits, and tunic-style tops were
popular. However, between 1920-2 the waistline dropped to hip level, obscuring natural curves for a tubular, androgynous look.
 Gabrielle “Coco” Chanel was a pioneering fashion designer whose modernist philosophy and simple yet elegant design style helped her to
become the most important figure in fashion in the 20th century. She began making hats and selling them in her boutique, which gradually
expanded to include jersey dresses and menswear-inspired fashions. In a decade of wartime shortages, Chanel’s practical but expensive
jersey outfits turned into an instant modern classic, appealing to wealthy clients because it made the rich look young and laidback.
 Another major influence of this decade were those young, very fashionable 'flappers' who wore their hems at knee level, with neutral
coloured stockings (Invention of the first artificial Fabric Nylon played a huge role in this decade) and colourful garters. Hemlines drifted
between ankle and mid-calf during the duration of the decade. Flapper dresses were often black, it had a dropped waist, and they were
fringed. The dresses were also sometimes featured beading or sequined material. Flapper dresses were much more showy than the typical past
decade dress. Women wore them with fitted bucket hats, covering their short curled hair, and low-heeled shoes. Women who wore this style of
dress were called flappers, signifying a new breed of Western women who tended to show their contempt for what was considered
appropriate behaviour. They danced, cut their hair into short bobs, embraced liberalism, and were the beginning of women defying social
and sexual norms in America. Hobble skirts were been worn by women and their legs were been revealed for the first time. Jewellery was
prominent, which included large brooches and long strings of pearls. Hair was worn bobbed, sometimes close to the head, and the distinctive
cloche hat (a close fitting, bell-shaped hat) which was very popular.
 American men of the 1920s began to dress less formally than ever before. During the decade, men abandoned suit lapels of the 1910s, opting
for cuffed trousers, flannel jackets, and two-toned shoes for casual wear instead. In addition, both men and young boys began wearing short
knee pants, known as knickers, topped with lightweight sweaters and casual button-down shirts. Men’s shirts in the 1920s had stripes in a
mixture of colours, mainly pastel greens, blues, and yellows, contrasted with a white collar. Bow ties also rose to popularity during this decade.
Cloth caps were popular amongst the working class, though trilbies or homburgs were worn by the middle classes. Hair was cut very short at
the sides, parted severely from the centre or the side and smoothed down with oil and brilliantine, or combed back over the top of the head.
1930s: The Great Depression and Hollywood Glamour

 The Great Depression of 1929 left little in America’s 1930s unchanged, including fashion. The crisis of the
economy profoundly affected what people bought, and therefore, what they wore. What seemed to
be overnight, the highspirited, vivacious look of the flappers disappeared and, instead, mature
sophistication became the mark of a fashionable woman. Looks were classless, ageless, and
reasonable, all easy to wear and in affordable materials. Monetary hardships faced by Americans
forced fashion back into a more conservative mode. Clothing during the Depression was usually
comfortable pants and tops that women already owned prior to the Depression, since most did not
have the funds to buy anything new. Women needed to be dressed in order for them to move and
work freely, so colours and fabrics did not much matter anymore.
 The drop-waist androgyny of the previous decade gave way to a slinky femininity in the 1930s. Parisian
couturiers introduced the bias-cut into their designs, which caused the fabric to skim over the body's
curves. Long, simple and clinging evening gowns, made of satin were popular. Often the dresses had
low scooping backs. During the day, wool suits with shoulder pads, and fluted knee-length skirts were
worn. Fox fur stoles and collars were popular, small hats were been embellished with decorative
feather or floral details and worn at an angle. Hair was set short and close to the head, often with
gentle 'finger waves' . Sports and beach-wear influenced fashionable dress, and the sun-tan was
coveted for the first time.
 Men now generally wore three-piece suits for work or formal occasions only. Two-piece suits (without a
waistcoat) and casual day wear were becoming increasingly common, including knitted cardigans,
tank-tops, and soft collared or open necked shirts. For the first time it was not obligatory to wear a tie.
Trousers were very wide, with turned up hems and sharp creases down the leg. They were belted high
at the abdomen. It was common for men to be clean-shaven, and bowler hats were now generally
only seen by city businessmen.
1940s: Women’s Workwear

 In 1939, World War II began, but fashion still had its place, even again in a time of war. As America
entered the landscape of war, fashion responded to the restrained mood and economy. Service
uniforms were constantly worn by both men and women at all types of social events. The reality of the
war became impossible to ignore as military style became the most popular trend in clothing. All types of
clothes were needed during the war for a variety of purposes, so material for clothing was severely
rationed. Women were issued a limited number of ration coupons to use for clothing purchases each
year, and this number declined steadily as the war progressed. Due to the limited number of materials,
fashions of the decade emphasized shorter skirts than ever before, solely because they used the least
amount of fabric to make. Clothes were made with a minimum of fabric, few pleats and no trimmings.
Skirts were straight, worn with boxy jackets and broad, padded shoulders. Buttons for any type of apparel
were limited to three per clothing item. Nylon stockings, which were very popular, became scarce, so
women began wearing just ankle socks or showing their bare legs. During the war, accessories were
important because of their relative affordability; tall platform shoes or sandals, and tall flowery hats were
fashionable. Hair was worn long, with stylised waves and rolls on top of the head. In 1947, Christian Dior
introduced his 'New Look', which revolutionised1940s fashion. Skirts became longer and fuller, and boxy
shoulders were softened to become sloping. Waists were cinched and hats grew wide and saucer
shaped.
 Most men wore military uniform of some kind. Hair was short at the back and sides, and most men were
clean shaven. Men in civilian clothing were often dressed in lounge suits with broad shoulders, with wide
trousers belted high at the abdomen.
1950s: Post War Era
 This retro decade’s fashion exploded for women in terms of fabrics. In 1950, following the end of World War II, rations on all items used to make clothing
were lifted, so clothing was able to be produced more freely, which sparked a frenzy of newly produced items in a more broad style range.
 Women of the 1950s were expected to look and dress a certain way and many, for the most part, conformed to this newly established standard of
beauty, unlike the fashion-forward, independent flappers of the Roaring 20s. As their husbands returned from war, the American women of the 1950s
were expected to focus on their role as homemakers. Conformity among women was highly encouraged, eliminating the need for dramatically
different styles. During this decade, hemlines dropped significantly, reaching mid-calf or even ankle length while the popularity of the hourglass
silhouette rose. Dresses with flowing, bright colored skirts became the standard for suburban housewives. For working women, the much more form-
fitting knee-length pencil skirt was often worn, requiring a tight girdle in order to emphasize the hourglass figure. The early ‘50s were devoted to poodle
skirts and modest white blouses with black and white Oxford shoes. Women preferred to look young and innocent into their 20s, with ribbons tied in their
curled ponytails. Common styles in this time period were poodle skirts, which were originally designed by Christian Dior, cardigan sweaters, a
boyfriend’s varsity jacket, and white folded socks with Oxford or Mary Jane shoes. While the poodle skirts and sock hop dances were for younger
females, older women dressed smartly, had good grooming habits and a tailored look. In this decade, acting and looking like a lady was something
taught to girls from a very young age, and wearing dresses on a daily basis was a given. Another popular skirt style was the pencil skirt. The goal with
this style was to create an hourglass shape, and girdles were often worn underneath these types of dresses. The pencil skirt was a straight, tight-fitting
skirt for older women, as it was seen as too provocative for younger girls. Dresses often had bolero sleeves, and were in floral prints. Popular accessories
for women were cat-eye glasses, which are still a popular style in glasses for women today. Hair was often cropped quite short and set in curls, or kept
long and tied in simple chignons or ponytails at the back.
 For men, 1950s fashion was not very different from that of previous decades. Men often wore suits, sweaters, casual button-downs, and slacks, all made
of similar fabrics. Unlike in the 1920s, men avoided patterns, opting instead for solid colors. Teenagers began to appear as a separate group during the
1950s. Their fashions were influenced by American stars, who wore leather jackets and jeans. The Teddy Boys, who wore pointed shoes, tight trousers
and long jackets with velvet trim, were also a significant teenage group.
1960’s: The Age of Counterculture
 The fashion revolution in the ‘60s witnessed an explosion of youth that again changed styles completely. Replacing distinct separations between the styles of
clothing worn by men and women, the 1960’s introduced new phenomena: unisex clothing such as denim jeans and leather jackets that could be worn by
everyone. The most popular clothing item in the ‘60s was bell-bottom jeans, and the style became somewhat androgynous, as it became perfectly normal and
acceptable for women to wear jeans on a daily basis at this time.
 Originating in London, Mod fashion quickly reached the U.S. by the mid-1960s. Defined by bright colors and bold geometric shapes, Mod fashion became prominent
amongst the affluent youth in the United States. Popular styles included and ranged from hot pants, which were extremely tight and short shorts, miniskirts, short
printed dresses with bell sleeves, space age fashions in vinyl and other synthetic materials, bold and solid color-blocked clothing from the pop-art movements.
Rejecting the popularity of the Mod look, “Greasers” emerged across the country, challenging the colorful fashions established by Mods. Greasers, whose name
derived as a result of their greased-back hairstyle, were a working class subgroup of youth that originated in the 1950s but gained popularity in the following
decade. Greasers are known for popularizing the leather jacket as casual, which was previously worn by military pilots. In addition, they often wore tight fitting T-shirts
and distressed jeans. Women wore pale foundation and emphasised their eyes with kohl, mascara and false eyelashes. Hair was long and straight or worn in a
shaped bob or wedge. Older or more conservative women still tended to dress in skirts below the knee with tailored jackets, coats or cardigans.
 The Hippie counterculture movement emerged in California during the late 1960’s, spreading quickly to the East Coast, particularly to Greenwich Village in New York
City. The Hippie revolution was kicked off following the Summer of Love in 1967, a socio-political phenomenon when nearly 100,000 people gathered in San
Francisco, inspiring social change and the acceptance of different lifestyles. Rebelling against consumerism, most hippies wore handmade clothing and
accessories. Long maxi skirts and bell-bottomed jeans gained popularity along with floral patterns, bright tie-dyes, and paisley patterns. Women rejected the girdles
and padded brassieres that were encouraged in the 1950s, replacing them with unconventional practices such as avoiding make-up and sporting long, unkempt
hair. The 1960s were a time of transformation in every aspect of American life. Most jewelry was handmade, but store-made pendant peace signs worn around the
neck were very popular within hippie culture.
 The 1960s was a time of transformation in every aspect of American life. The move was from conservative Jacqueline Kennedy dress suits to dirty blue jeans. These
volatile changes in taste and fashion, of course, mirrored what was happening in society as a whole, as it always seems to do.
 There was a dramatic change in menswear. Clothing for men had been tailor-made, and plain and sombre in appearance for past 150 years. But in 1960’s colourful
new elements were introduced, such as the collarless jacket, worn with slim-fitting trousers and boots. During the mid-1960s frills and cravats were worn with vividly
printed shirts. Lapels and trousers took on exaggeratedly wide dimensions.
1970s: The “Me” Decade

 Much of the hippie style had been integrated into the mainstream American society by the early ‘70s.However, by the mid
‘70s, with the end of the draft and the Vietnam War, the media lost interest in the hippie counterculture. Instead, there was a
revival of the mod subculture, and the emergence of new youth cultures like skinhead and punk styles gained popularity.
 In early ‘70s fashion, straight and flared empire line dresses with belled sleeves were the style for dressy occasions. Another
frequently worn dress style was the granny dress; the dress had a high neck which was trimmed with lace. Granny dresses were
commonly floral printed. Also in the early ‘70s, platform shoes began to grow in inches, starting out at ¼ inch and maxing out
at fourinches at their peak of popularity. With women entering the workforce more than ever before, pantsuits and daywear
with a masculine edge were popularized among youth. Women also wore skirts in a variety of lengths, often opting for tight-
fitting miniskirts for everyday wear. ‘70s style had a bohemian influence, with women wearing peasant tops with embroidery
and belled sleeves, large floppy hats, leather sandals, and maxi dresses. Popularized in the late 1960s, hot pants, tight-fitting
shorts with an inseam length of 2-3 inches, became a fashion go-to for young women during the first half of the 1970s.
 Disco fashions were trendiest in the late ‘70s, and is the most memorable and popular style of the decade. Platform shoes and
tight bell-bottom jeans, shiny polyester outfits, and colourful patterns will always be associated with the disco era as fashion
during this time helped revolutionize the disco culture. The base of fashion built in the ‘70s influences many facets of the
industry today. The use of synthetic fabrics like rayon and polyester popular in disco clothing became one of the main fabrics
used in the clothing industry in the new millennium. These tight tops and loose-fitting bottoms defined fashion for both men and
women during the latter half of the decade.
 Becoming a wardrobe staple in the 1970s, blue jeans were worn by men, women, and children across the country, coming in a
variety of different styles. The popularity of bell-bottoms continued and today, the style has become representative of the
decade. Women often opted for ankle-length maxi skirts and dresses with long slits on the sides that reached the thigh. Bold
patterns were popular among both genders along with sports jackets, chunky sweaters, and pleated pants.
1980: The Edge of Fashion
 The fashion in the ‘80s was a melting pot of personal styles; multiple trends were combined in
different ways to form one’s own look. Pop stars such as Madonna and Cyndi Lauper brought a
new sense of style to the decade, one that focused on pushing boundaries with creative
patterns, funky colour combinations, and unique styles. Women began sporting skin-tight
cotton leggings, pairing them with chunky sweaters and oversized off-the-shoulder tops. In
addition, young women also wore loose-fitting parachute pants topped with figure hugging
crop tops that stopped just above the belly button. Layered clothing also gained popularity.
For example, mini skirts, made of either denim or spandex, were often paired with leggings or
legwarmers. Accessories were a huge staple during this period, particularly for teenagers and
young adults. Women often wore brightly-colored glasses, several chunky bangles, and giant
hoop earrings for casual wear. Hair was often permed to achieve high volume and makeup
featured bold eye shadow, heavy foundation, and bright lipstick.
 For working professional women, the 1980s brought about a new phenomenon: power
dressing. Finding its origins in the 1970s, power dressing gained prominence in the early 1980s
and refers to a fashion style used by working women to establish authority in their professional
environments. By the 1980s, the idea of women in the workplace had become the norm;
however, women still felt the urge to establish equality in the professional world, using fashion as
their weapon of choice. Power dressing called for pairing tailored blazers complete with
shoulder pads and fitted knee-length skirt.
 Shying away from the tightly fitted clothing of the 1970s, men in the 80s opted for loose and
comfortable fabrics. Active wear was a popular choice among young men, combining
sweatpants and sweatshirts with sneakers. By the late 1980s, Nike had skyrocketed to worldwide
success thanks to the popularity of athletic wear among men.
1990s: The Decade of Anti-Fashion

 When compared to the flashy style of the 80s, fashion in the 90s took a much more minimalist
approach. Adults of the early 1990s wore relaxed fit jeans with plain T-shirts and knit sweaters while
teenage and pre-teen girls often opted for brightly-coloured neon clothing: hot pinks, greens, blues,
oranges, and yellows. By 1992, these fluorescent colours were replaced by softer shades: coral,
turquoise, lilac, and more. With the rise of pop star MC Hammer came the beginning of the
parachute pants, relaxed-fit pants made of cotton complete with tapered legs and a drawstring
waist. Comfort became the emphasis for Americans during the decade, rejecting the
uncomfortable clothing trends of the previous decade.
 By 1992, grunge music reached unprecedented popularity among the youth, bringing with it a new
fashion trend that would define the decade. Brightly coloured clothing took the back seat to plaid
flannel shirts, stonewashed jeans, and dark colours like maroon, gray, forest green, and brown. In
the U.S., grunge fashion popularized Doc Martens, a British footwear brand whose black leather
boots became a staple among the country’s youth.
 By 1995, wide leg jeans of the 1970s were revived along with the advent of chunky black boots and
the baby doll t-shirt, popular among young women and teenage girls. Punk and alternative styles
became a part of mainstream fashion in 1996, bringing with it short, spiky hair, black clothing, and
skater shoes. For young women, the late 90s fashion was defined by the spaghetti strap tank top
and the skirt (half skirt, half shorts). Capri pants, a tapered pant that ends at mid-calf and low-rise
jeans were also popular. Crop tops from the 80s continued to be worn by most young women along
with tapered, high-waited pants. Based on the hairstyle of Jennifer Aniston in the popular 90s TV
show Friends, the “Rachel” haircut became popular among young women during the latter half of
the decade. Around the same time, feathered bangs also rose to popularity as well as the pixie cut.
INFLUENCE OF PARISIAN CULTURE

 In the beginning of the 20th Century, American women

wanted to be as stylish as French women. During that time,
Americans used to directly buy clothes made in Paris and they
were also advertised by French models. Even the designers
used to make clothes of that same style. Designers would
attend Paris Fashion Shows and they used to bring home the
details from those runway.
 Caroline Gershel Davis’ document shows the practice of
making knockoffs from the designer collections presented in
Paris. One of them is the brown crepe Jean Patou adaptation
from the 1930s. The calf-length flowing V-necked day dresses,
Raglan sleeves and inserted fabric became very trendy.
Designers like Coco Chanel and her influence started coming
in the American fashion scene
RISE OF AMERICAN COUTURE

 After World War II, American designers started polishing and

influencing the designs of garments based on what American
women preferred. During the war, American women grew
tired of French designs because of their weight and silhouettes
that became uncomfortable over a period of time. As a result,
American clothing started to become more simple, practical
and casual. Americans started designing clothes to rival
French products. Clothing started becoming more functional
to suit daily needs of modern women.
 Jackets made by Dior started gaining popularity for
establishing an American idea of fashion. Male designers also
focused on making sophisticated clothing. Mainbocher was
also known for making dresses for Wallis Simpson, the duchess
of Windsor. During that time, handmade garments, usage of
expensive fabrics, time consuming surface embellishments and
drapery gained prominence to show power and stature by
those who were still rich after the WWII. The middle-class
Americans also believed in getting garments stitched by hand
and that one piece of fabric would be used to cut garments
for an entire family.

A Vogue USA edition showing amalgamation of French influences and Native American styles
Popularity of Coco Chanel in America led to increase in French-inspired clothing

American Couture Handstitched garments

SHIFT TO READY-TO-WEAR AND FAST FASHION

 America’s greatest contribution to the fashion industry was ready-to-wear in all

styles, from evening wear to sportswear and even separates. This shift primarily took
place because during the mid-century, people wanted to keep changing their
styles and at that point, America was being influenced and was also influencing.
Another major reason was the recession caused because of the wars and not
everyone could afford a custom-made garment. Also, couture garments usually
didn’t have labels and during 1960’s, branding and logos became an important
part. Hence, a lot of designers started making high-end RTW. Norman Norell was
one of the first few designers to do so for wholesaler Hattie Carnegie.
 Cheaper but expensive looking fabrics like corduroy, tweed, tulle, etc gained
popularity. Other designers who gained popularity are Luis Estevez and Pauline
Twigere. Another breakthrough that American fashion saw during this time was
largely influenced by Hollywood, and celebrities and supermodels constantly kept
wearing different types of garments for every different role, giving rise to a term
called “fast fashion”. American fashion gifted the world a whole category of
“sportswears”, which later on grew to become one of the most popular business as
“athleisure” and gave rise to a number of brands like Nike and even made “polo
shirts” become a popular garment, even till date. It was during this time, the late
20th century, that homebred American designers like Ralph Lauren, Donna Karen,,
Debra McGuire, Tom Ford and Michael Kors became very popular to come up with
independent American-esque designs.
Friends’ outfits were designed by
Debra McGuire
HOLLYWOOD INFLUENCES FASHION

 During the 1920s and 1930s, with the rise in popularity

of Hollywood movies, screen idols became role models for the
masses. Most major fashion trends no longer were dictated
only by the top Paris-based fashion houses. The clothes and
hairstyles worn by glamorous movie stars, both on and off the
screen, grabbed the attention of American and European
moviegoers and launched countless fashion fads.
 The influence of Hollywood on fashion began during the silent
film era, which ended in the late 1920s. Pola Negri (c. 1894–
1987), a popular actress of the 1920s, purchased white satin
shoes that she had dyed to match her outfits. Once this was
publicized, women by the thousands followed her lead. Clara
Bow (1905–1965), another silent screen star, helped to
popularize bobbed hair, sailor pants, and pleated skirts. Gloria
swanson (1899–1983) made fashionable high-heeled shoes
decorated with imitation pearls and rhinestones.
HOLLYWOOD INFLUENCES FASHION

 Hollywood costume designers played a crucial role in dictating

fashion trends. Between 1928 and 1941, Gilbert Adrian (1903–
1959) headed the costume department at Metro-Goldwyn-
Mayer, then the most prestigious Hollywood movie studio. Not
only did Adrian create the signature styles of the studio's top
actresses, but he launched various fashion crazes. One was
the popularity of the gingham dress, a cotton fabric dress
featuring a checked or striped pattern, which he designed
for Judy Garland (1922–1969) to wear in The Wizard of
Oz (1939) and for Katharine Hepburn (1907–2003) in The
Philadelphia Story (1940). Another famous Hollywood designer
was Hubert de Givenchy (1927–), who was a favorite of
influential actress Audrey Hepburn and dressed her in such
movies as Breakfast at Tiffany's (1961), Sabrina (1954), and
Funny Face (1957).
HOLLYWOOD INFLUENCES FASHION

 Individual performers became associated with clothes or

hairstyles that became their trademarks. In the early 1930s
sultry Jean Harlow (1911–1937) was famed for her platinum
blonde hair, which was a very light, almost-white blonde color.
In fact, Platinum Blonde (1931) was the title of one of her early
film successes. The platinum blonde effect was achieved by
bleaching the hair. When Harlow ascended to stardom,
women began coloring their hair in order to copy her look. In
the 1940s Veronica Lake (1919–1973), a rising star, launched a
trend by wearing her hair in peek-a-boo bangs, with her long
blonde locks falling over one eye. Dorothy Lamour (1914–
1996) popularized the sarong, a one-piece, wraparound
garment worn primarily as a skirt or dress, when she played the
exotically beautiful title character in The Jungle Princess (1936).
HOLLYWOOD INFLUENCES FASHION

 Katharine Hepburn, Greta Garbo (1905–1990), and Marlene

Dietrich (c. 1901–1992) were strong-willed personalities, both on
and off the screen. Each preferred wearing trousers at a time
when females were expected to convey their womanliness by
donning dresses and skirts. Hepburn's, Garbo's, and Dietrich's
choice of attire communicated to women that they neither
would squander away their femininity nor be any less
appealing to men if they chose pants over dresses.
 Occasionally what stars chose not to wear had a major
impact on fashion trends. In the early 1930s men commonly
wore undershirts. Then Clark Gable (1901–1960), one of the
era's top stars and most influential male icons, appeared in It
Happened One Night (1934). At one point in the film Gable
brashly removes his shirt, revealing his bare chest. He was not
wearing an undershirt. After the release of It Happened One
Night, undershirt sales across the United States plummeted by It Happened One Night
a reported 75 percent. Films and film stars continue to scene
influence fashion trends to the present day.
AMERICAN FASHION IN PRESENT SCENARIO

 Fashion is the economy’s high-wire act, and its designers are

the odds-defying trapeze artists of the industry. The top fashion
designers -- whether they’re focused on haute couture or
ready-to-wear -- anticipate trends, assume great risk, and flout
convention.
 Remaining at the top in the fashion industry has always been a
daunting challenge, which makes the achievements of the
most influential designers all the more impressive. And if they
happen to court controversy, the ensuing media buzz only
helps them build their brand.
INFLUENCER: ALXENDRA MC- QUEEN
Calvin Klein

 The American designer was known as much for his brand’s

controversial ads as for the apparel line. Klein’s clothes were
simple, comfortable, and relatively expensive, and American
consumers responded favorably to his collections. Ads
featuring a teenaged Brooke Shields wearing Calvin Klein
jeans (“Nothing comes between me and my Calvins”) was
pilloried in some circles as objectifying young girls.
Christian Dior

 Few designers dominated the fashion industry as Christian Dior

did after World War II. Dior’s creations featured a lower
hemline on dresses, small shoulders, and fuller skirts, a contrast
to the padded shoulders and shorter skirts look from years past.
Dior is credited with restoring French clothiers to the exalted
status they enjoyed before the war.
 The Fashion in North America today, is diverse and varied,
depending on the climate, place, resources available and
the needs of the wearer. However, this tradition spans way
beyond the modern era.
Most of the clothing in the 1900-2000s where influence by
celebrities, T.V shows, movies, such as Clueless, Friends, Sex
and the City, . For example flared bottoms, ruffles,
scrunchies, denims, suits, oversized shirts, etc.

CONCLUSION