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Fashion’s Fixation on Multiple Piercings and Tattoos
A
merica’s core cultural reference books, professional
who play a significant role in setting the culture’s contemporary
journals, newspapers and magazines recognize
mores and behavior patterns. During the last fifteen years, two
tattooing as a well-established art form that, over
distinct classes of tattoo business have emerged. The first is the
the last three decades, has undergone dramatic changes. In
“tattoo parlor” that glories in a sense of urban outlaw culture;
the 1970s, artists trained in traditional fine art disciplines began
advertises itself with garish exterior signage; offers “pictures-
to embrace tattooing and brought with them entirely new sorts
off-the-wall” assembly-line service; and often operates with less
of sophisticated imagery and technique. Advances in electric
than optimum sanitary procedures. The second is the “tattoo art
needle machines and pigments provided them with new ranges
studio” that most frequently features custom, fine art design; the
of color, delicacy of detail and aesthetic possibilities. The physical
ambiance of an upscale beauty salon; marketing campaigns
nature of many local tattooing establishments also changed
aimed at middle- and upper middle-class professionals; and
as increasing numbers
of operators adopted
equipment and procedures
resembling those of medical
clinics -- particularly in areas
Once a taboo practice largely confined to sailors
and street hoodlums, tattooing has evolved into a
highly prized fashion product for celebrities and
millions of middle-class consumers.
“by-appointment” services only.
Today’s fine art tattoo studio
draws the same kind of clientele
as a custom jewelry store,
fashion boutique, or high-end
where tattooing is regulated by government health agencies.
The cultural status of tattooing has steadily evolved from that
now skewed heavily toward mainstream customers. Tattooing
of an anti-social activity in the 1960s to that of a trendy fashion
today is the sixth-fastest-growing retail business in the United
statement in the 1990s. First adopted and flaunted by influential
In the last two decades,
tattooing in U.S. women
has quadrupled, and it is
estimated that almost half of
the tattoos now being done
are on women.
antique shop.The market demographics for tattoo services are
States. The single fastest growing demographic group seeking
rock stars like the Rolling Stones in the early 1970s, tattooing
tattoo services is, to the surprise of many, middle-class suburban
had, by the late 1980s, become accepted by ever broader
women. Tattooing is recognized by government agencies as
segments of mainstream society. Today, tattoos are routinely
both an art form and a profession and tattoo-related art work
seen on rock stars, professional sports figures, ice skating
is the subject of museum, gallery and educational institution art
champions, fashion models, movie stars and other public figures
shows across the United States.
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