Ethics and Sustainability in the Mass Market | Página 11

Due to the WW2 ending, new fashion
was blooming. There were large
quantities of new fabric, which allowed
women to wear garments exploding
with pleats, intricate gatherings and
the super famous poofy petticoats.
Consumerism was on the rise and
style clothing was important in the US
culture. Consumerism was also on the
rise due to the men coming home from
war. Women began their old role of
being housewives again and there was
also a baby boom (The People History,
n.d).

1950’s
1960’s
Figure 11

Some would say that the sixties had two
parts to it in the fashion world. There
was the sophisticated sixties where Jackie
Kennedy was a massive icon (Sullivan,
2015), and then there were the swinging
sixties. Places such as Carnaby street were
full of colour. It followed what was called
the “rag trade” in which the clothes were
inexpensive, trendy and reflected the new
and contempory changes of society and
culture. The clothes sold on Carnaby street
really highlighted the key characteristics
of the sixties; innovation. iconoclasm, fun,
sexual revolution and political revolution
(Victoria and Albert Museum, n.d).

Figure 10

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