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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Author(s)
Maíra Zimmermann
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DOI:10.17265/2160-6579/2016.04.005
Affiliation(s)
Armando Alvares Penteado Foundation (FAAP), São Paulo, Brazil State University of Campinas (Unicamp), São Paulo, Brazil
ABSTRACT
This paper discusses how consumerism boosted youth lifestyle in the 1960s—mainly through modern magazines (particularly in Britain) and built a territorial symbolic identity through fashion. In the 1960s, the consolidation of youth culture becomes an international phenomenon. With the development of ready-to-wear, adolescents begin to be target as a consumer market. The music and fashion industries unite to create and advertise youth lifestyle. The fashion shifts from Paris to London. Magazine articles and publicity set the latest trends. The method applied is research in primary source—the British journal The Drapers’ Record—aiming to recognize fashion transformation and juvenilization in this period of time. The magazine shows ads and fashion editorials (mainly feminine), articles and news about fashion trend. There is also a brands guide for shoppers and retailers. The magazines used in the research are from 1964 to 1967, July and August issues, when the fall-winter trends are shown. From 1964 on, we notice the orientation towards a juvenile market and style, but these trends will only fully materialize through 1967. It leads to the conclusion that between 1965 and 1967 fashion juvenilization developed, reached its peak and global range.
KEYWORDS
youth culture, 1960s, trend, media
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