A. the Baby Boom after WWII
Post-war fashion was formed in the context of the formation of a consumer society. After the Second World War, the middle class began to play a decisive role in the development of fashion and Western society as a whole. For the United States of America, the 1950s were the beginning of a period of economic stability and previously unseen consumerism. Women from this layer have also become an indicator of family well-being. Although the haute couture fashion was a model for mass wear in the 1950s, and thanks to the licensing system, fashion houses brought more profit, ready-to-wear clothing was already available, ready for the ambitious middle class. The ideology of the consumer society saw fashion as one of the ways to control the desires of the masses, or rather not even control, but ‘form’ new desires. Marketing institutes appeared in the USA and Europe, and advertising for fashionable goods developed. The design of these clothes was intended for the baby boom generation - young women with a teenage figure who wanted to lead an active lifestyle and dress appropriately, women who were ready to challenge the traditional ideas of an ideal female appearance and sophisticated manners, which until then have been associated with high fashion.
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