Fashion In Fashion And Fashion

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The magnitude of the shift toward women's sportswear can be seen in Figure 1. In women's apparel there was a dramatic transition in the direction of more casual clothing in the mid-to-late 1960s. While these illustrations are episodic and selective, they do indicate the transition toward greater demand for product variety continuing throughout the late nineteenth century (Pashigian, 1988). This evidently projected as a more unrestricted form of clothing unbound from the societal and physical restrictions of the past, which addressed every women not just the elite, although the key market for much sportswear was white middle-class women including college girls, working women and housewives (Arnold, 2008). Dress was cultural shorthand for class…show more content…
Performance sportswear has become increasingly sophisticated in detail and styling, advancing from the swift developments in fibre and fabric technology and modern garment construction methods. Authentic sportswear brands, created by sports practitioners, function effectively but have often lacked aesthetic awareness and style (McCann, 2005). The sportswear and fashion merge supports innovative decision making in the sourcing and selection of appropriate materials for the development of clothing which functions, looks good and also addresses the cultural demands of particular consumers. Recently sportswear has become a driving force for new trends in fashion. Sportswear has recently seen a transition into fashion wear that is worn for ‘purely aesthetic or comfort reasons by people not taking part in any physical activity’ (Barton, 2015). It is apparent that casual and comfortable clothing have prevailed as a fashion statement, with sports or leisure activity seen as a well-being trend (Ko et al., 2012). Sportswear is being pulled in so many different directions simultaneously with fashionableness opposed to functionality (Bruun and Langkjær, 2016). (McCann, 2005) highlights how trend forecasting with regards to colour, styling and mood is now available for sports fabrics and apparel. The interrelationship between fashion and leisure has rarely been so apparent, for, the trend ‘athleisure’ is increasingly part of common phrasing. In the athleisure case, wearers are dressed for a moderate and metaphorical form of urban leisurewear. Stretchy, comfortable, responsive fabrics, ‘smart’ textiles, hi-tech finish and wearable technology are designed into outfits that can be layered up or down, zipped on or off, according to climate or context.

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