W.H.A.T. I.T. I.S. 

1. Brief History of fashion & activism through the era’s
- Advertising/Marketing & the beginning of the consumption equation
- Facts about consumers
- Visual solidarity throughout the decades
2. The Evolution of Consumption & Career Women
- Fashion and femaleness - The consumption equation & power in $$$
3. Creativity & the modern maker
- Altruism in creation
- is your work sacred? or... a copy of a copy
- Humility AND design, humility IN design
- Consciousness in creativity
- Making good on making good things
4. How it all comes together, how to move forward and do better


Interesting facts:

Interesting facts:

During World War II, some 350,000 women served in the U.S. Armed Forces, both at home and abroad

The female percentage of the U.S. workforce increased from 27 percent to nearly 37 percent, and by 1945 nearly one out of every four married women worked outside the home.

ROSIE THE RIVETER: THis campaign stressed the patriotic need for women to enter the workforce, esp. the munitions industry also heavily recruited women workers.

More than 310,000 women worked in the U.S. aircraft industry in 1943, representing 65 percent of the industry’s total workforce (compared to just 1 percent in the pre-war years). 

NOT EQUAL: Female workers rarely earned more than 50 percent of male wages.

DOUBLE STANDARDS: Childcare WAS offered to women in factory/outside of home jobs to better serve the needs of the war


Fashion Stats

What with the hardships of war and general disapproval of Paris, the fashion industry moved to New York with the American look.

The rationing of materials used in garment production during World War II introduced a new simplicity in women's clothing - emergence of a classic style.

The American military effected clothing styles in the US and many women's garments took on a military look that underscored the significance of the war.

Wool was used for soldiers' blankets, fabric designers came up with wool blends AND RAYON blends became fabric of choice

GET HIGH: Restrictions on the use of the materials used in the production of garments. Hems rose with fabric restrictions. The order also restricted the number of pleats and trimmings as well as jacket and trouser lengths.

FORCED MINIMALISM: In 1929 the average American man owned 6 pieces of clothing, the average woman owned 9 pieces of clothing

Women had to take off their dresses and putting on workwear (hair back for safety)