User:Amyyxh/sandbox

= Fashion Communication =

Fashion itself is an instant "expression of communication". What individuals wear defines who they are by wearing different style of clothing, expresses their beliefs, thoughts, and colors of choices in fashion. Fashion is "represented in" nonverbal communication. It speaks the present trends by seeing fashion shows. Fashion explores different ranges of semiotics. Fashion communication is a field of study where professionals come up with solutions on design strategies on challenges faced by fashion and lifestyle industry .. Fashion is not only limited in expressing the non-verbal cues, but it is used to express an individual’s identity through gender, aesthetics, power, wealth, status, and desirability. Fashion gives a statement and it is more powerful than verbally communicating information or illustrating. The overlap of clothing apparel and communication combination is a significant piece of art. Designers communicate powers of fashion by understanding denotations and connotations of symbols, patterns, trends, and embodiment of fine abstract details. People who are in this area explores the foundation of illustration, packaging, computer graphics, photography, and fashion event planning and production.

History
Fashion history has changed since the 1920s with the influences of different cultures. It has changed the way people dress based on the era, and fashion is never out of style. It can only be adjusted for minor changes to keep up with the trends. Fashion trends are dependent on cultural preferences, social statuses, and music. Fashion explores its cultural and social meanings from Medieval Europe to 20th century America. In the Renaissance era, fashion was a symbol of status, wealth, gender and class. The medieval period fashion apparel tend to be long and wide, or short, tight, and hemmed all round. The sleeves of their coats and trimmings and hoods have tapers, it is long and wide that drapes down to the floor. The fashion in the medieval period keeps their style functional, and not simple due to the European nobility. This is influenced by the French fashion style.

Timeline
In 1858 Charles Frederick Worth establishes first haute couture fashion in the house of Paris.

1906
Paul Poiret establishes fashion house, creates harem pants. This is traditionally worn by muslims inspired by the Middle East styles and it became popular in the West as an overall term for baggy trousers at ankle length, known as the Turkish style. The design of harem pants were introduced because it liberates the western female fashion. This fashion came back in trend in the late 20th century, 1980s. Contemporary harem pants came back in 21st century, and both harem pants and pleated skirts are worn in belly dancing. In the pop culture, Justin Bieber and Psy wore harem pants in their videos.

1913
Gabrielle “CoCo” Chanel a french designer opens a boutique in Deauville, France. Chanel was the first one to revolutionize and democratize women’s fashion with tailored suits, chained-belted jerseys, quilted handbags, little black dress and Chanel No. 5 Parfum.

1914-1918
During World War 1, women had to work in factories, office, and women wear pants and war was an influence of military cut style clothing.

Circa 1920
The culture involved women participating in sports, revolutionizing new styles knows as the “flapper”. Flapper was a slang word used to describe young western women in the 1920s who wore short skirts, with a bobbed hair style. The music culture in the peak of 1920s was jazz and acting in a disdain behavior was considered acceptable. This type of fashion has communicated the look of wearing excessive makeup, drinking, treating sex in a casual manner, smoking, driving cars, and disobeying social and sexual norms.

Early 1920s
Madeleine Vionnet introduce the fashion style of flared flowing, feminine clothes. The style entails a chiffon handkerchief dress, as well as a cowl necklines.

Mid 20s
The rayon material was popular in mid 20s because cotton was no longer the trend. Rayon set a trend to make silky material to make elegant satin gowns and flowing garments that is made out of cellulose fiber. It is very popular in commercial us today and because it is known as a high class, elegant fashion look.

1926
The fashion style of knee-length hemlines. In Catholic or Christian schools, girl’s uniforms are at knee-length pleated skirts.

Late 1920s
Elsa Schiaparelli opens Paris boutique, introduced the use of zippers, shoulder pads, unusual buttons, selection of bright colors, the “shocking pink.” Now in modern century of fashion, zippers are in assorted colours, in different materials, and “shocking pink” is in trend. It is a popular color to represent the Breast Cancer awareness in the month of September, as well as wear pink on Wednesdays from the movie Mean Girls.

1930
Alix Gres “Madame becomes famous for elegant draped dresses. Tennis star Rene Lacoste, known as “le Crocodile” manufactures a versatile new tennis shirt that were polos. It has an embroidered crocodile and this was the first designer logo to appear on a clothing item. After this revolution, many designer logos begin to copy this idea. The 21st century brand name chains like Holister Co, has an embroidered bird, American Eagle has an eagle, and Ambercrombie & Fitch has an embroidered moose. This is an effective marketing strategy that brings attraction to young consumers.

1940-1945
World War II forced many Paris coutre boutiques to shut down[info]. Luxurious fabrics like wool, silk, and nylon were dominantly used on women’s skirts and dresses, which were also made of viscose and rayon. Skirts were made out of materials that could be found in homes including curtains, nightgown, or bed sheets. Fashion communicated their fashion styles through classic looks, and was very glamoured by combining different patterned fabric.

1950s
There was an economic boom in the 1950s and glamour was back in fashion. A line and pencil skirt were very popular and trendy because it represented a form-fitting fashion. Dresses in the 50s would be stylish ruffles or lace accents, and knee length or tea length would be ideal. Fashion always trace its way back in the older generations so that it would not fade or be forgotten.

1960s
60s fashion introduced ethnic prints in blouses, ribbed turtleneck sweaters and boatneck tops into the mainstream clothing. Men and Women shirts had exotic animal prints, and this indicated their personality.

1970 to 80s
Introduced bright colours, tunics and Nehru jackets, space-like futuristic fashion.

Culture
Fashion and shopping is the consumption of the 21st century. The new mass culture of shopping and consumption quickly immersed and females were the dominant consumers and producers[9]. The fashion market have merged into a ‘material culture’ in the role of fashion and dresses in the 19th century of literature and culture[9]. The culture in the 19th century period has overlooked dresses in fashion because it was an association to shallowness and triviality. The fashion industry has an acceleration of social and economic trends which is classified into neoliberalization, individualization, and globalization. The sector of fashion communication is on the rise because it appears to be a highly attractive youthful and enthusiastic career for young women.

Behaviour
The consumption behaviour of shopping is all influenced through effective marketing. Fashion is communicated through style, trends, fads, popular or commonly shown in Vogue magazines, or fashion magazines. Fashion sets a creative mindset in consumer's style which can alter their behaviour and attitude when they wear a specific style of fashion.

Status
The fashion style each individual represents a status of identity. People who wear high couture fashion styles on a daily basis shows that they are wealthy and are able to afford higher quality of clothing. Those who purchase higher quality clothing and that are well branded are categorized into higher income earners. Those who are middle income earners tend to purchase good quality clothing, or affordable clothing that meets within their fashion spectrum.

Careers
In the study of fashion communication, there is a growing sector of careers in the fields in advertising, public relations, marketing, visual merchandising, sales, graphic design, fashion journalism, photography, styling retail space design.