A Study on the Influences on the Contemporary Fashion Industry of the 60s Young Fashion

1960년대(年代) 영 패션이 현대(現代) 패션산업(産業)에 미친 영향(影響)

  • Choi, Bee-Sook (Dept. of Home Economic Education, Sang-Myung University) ;
  • Cho, Kyu-Hwa (Dept. of Clothing and Textiles, Ewha Womans University)
  • 최비숙 (상명대학교 가정교육학과) ;
  • 조규화 (이화여자대학교 의류직물학과)
  • Published : 1998.06.30


The purpose of this paper is to investigate how the young fashion which maintains a large share of fashion market emerged in the 1960s, its characteristics and what its influences on the contemporary fashion industry are. In particular, I am going to consider the significance of the young fashion by looking at the formation of niche market, the emergence of mass market for fashion, the expansion of aesthetic categories. we will be able to see the 60s young fashion of the young generation who emerged as new consumers in mass consumer culture exerted important influences on the contemporary fashion industry. First, the counterculture of young generation who rebeled against the uniformity of mass production helped the formation of new niche market. Second, the young fashion which pursued the lower prices for fashion made a big contribution to the popularization of fashion. The young generations tendency to demand new things and rapid change coincided with that of inexpensive popular fashion people can buy and change more easily than expensive high fashion. Lastly, the playful tendency of the young fashion expanded the aesthetic boundaries of the clothing, going beyond the uniformity of modernism with the emergency of diverse fashion materials - fabric and textiles - enable by technological development and the miniaturization of forms as revealed in mini skirt.