America in the 1920s -- a period characterized by rapid modernization, economic prosperity, and abundant wealth. It is truly one of the most iconic periods in America’s brief history, from the barrage of new products hitting the market to the dramatic changes in lifestyle American people underwent. With this era of economic growth came the rise of consumerism and, as a direct result, a change in advertising techniques. Americans were being exposed to the fruits of capitalism, and they were embracing it. In addition, the 1920s saw a plethora of progressive social changes. Technology was embraced, and women in particular finally began to receive recognition and rights. Overall, American society underwent a massive shift in culture from the 1900s to the 1920s,
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The transition of women’s fashion from a conservative approach into much more sexualized, masculine, and progressive style is a manifestation of key 1920’s themes: materialism as a result of economic prosperity, a rise in the importance of advertising, and feminism. The seductive and masculine fashion and beauty statements of the 1920s sharply contrasted fashion and beauty standards of the 1900’s in that women allowed themselves to transform into multi-dimensional beings beyond the image of the innocent, delicate female that was prevalent in the 1900s. Prior to the Roaring Twenties, female fashion often depicted women as pure, harmless beings. Wearing tight corsets emphasizing a tiny waist and long, bustling skirts, their fashionable outfits were not only extremely conservative (CITE), but also physically restricting; anything other than housework was hard to do. Furthermore, makeup was scarcely applied; women strived for a subtle look, opting to pinch their cheeks instead of wearing
The transition of women’s fashion from a conservative approach into much more sexualized, masculine, and progressive style is a manifestation of key 1920’s themes: materialism as a result of economic prosperity, a rise in the importance of advertising, and feminism. The seductive and masculine fashion and beauty statements of the 1920s sharply contrasted fashion and beauty standards of the 1900’s in that women allowed themselves to transform into multi-dimensional beings beyond the image of the innocent, delicate female that was prevalent in the 1900s. Prior to the Roaring Twenties, female fashion often depicted women as pure, harmless beings. Wearing tight corsets emphasizing a tiny waist and long, bustling skirts, their fashionable outfits were not only extremely conservative (CITE), but also physically restricting; anything other than housework was hard to do. Furthermore, makeup was scarcely applied; women strived for a subtle look, opting to pinch their cheeks instead of wearing