Fashion was once a thing only for the rich and wealthy. However the 1920s turned America into a consumer culture. The post war era began an era of good feeling. The stock market was booming, and Americans had more to spend on appliances alcohol, cars, and most importantly clothes.
History teacher assistant at Arizona State University Rio Hartwell said, “Retail and department stores, mail-order catalogssto, and a slew of technological innovations combined with a booming economy to produce a mass consumer marketplace. Americans, in general, had more disposable income and more options for spending their money than ever before. Fashion, was of course one of the most influential areas of this consumer culture.”
Fashion became popular because the rolls of women were changing. Women began finding work, and voting. The media of the time was changing what the younger generation of women believed to be “proper.” Thus the flapper was born. Flappers were the new type of girl in town. She wore makeup, smoke, drank, danced, partied and had casual sex.
The image of the flapper is now the most iconic styles of the 1920s. The flappers were free and independent women. They expressed this new attitude through fashion. The clothes that flappers wore were casual, and more revealing than ever before. Since then 20s women have continued to become more independent and the trend of affordable fashion.
“More casual fashion styles allowed youth to start defining themselves by what they wore, Hartwell said. “Nearly every generation adopted fashion trends that often challenged their parents generation, challenges gendered ideas what was proper and what was not.”
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