FASHION ZEITGEISTThe spirit of the times

ZEITGEIST definition:• the taste and outlook characteristic of a period or

generation.

Fashion Zeitgeist

• The circumstances that influence culture in a specific time and place also influence fashion.

Nystrom’sFramework for Observing the Zeitgeist• Attempted to list factors that guide & influence the

character and direction of fashion

Influences• Dominating events• Dominating Ideas• Dominating Social Groups• Dominating Attitude• Dominating Technology

Dominating events:

Significant occurences= war,

death, world fairs, academy awards...

Art Vogues = Russian ballet

Accidental events =

discovery of king tut’s tomb

Dominating Ideas• Patriotism, Greek ideal or classic beauty, multiculturalism,

environmentalism, gender equality, etc.

Dominating Social Groups• Those with wealth, power & leadership positions -

celebrities fall into this category

Dominating Attitude• attitude of the times

eg. eras of differentiation v. conformity

(20’s & 60’s v. 30’s, 50’s & 90’s)

Dominating Technology• technology imprints:

including production methods and materials infiltrating our daily lives

ASSIGNMENT:• Work with a partner to decide the prevailing influences on

fashion one of the decades of the 20th century. Think about the general mood of the time and the events that influenced it. Keep detailed notes and be prepared to share your findings with the class.

Consider the Zeitgeist• Consider what you discovered when you completed you

Consumer Scan and your Fashion Scan. What did you learn about the current zeitgeist?

• What you think is currently influencing culture?

• How can you see this in fashion?

 • Be prepared to discuss this with the class.