The 1960s was a decade of change and conventional norms begin to dissolve and make way for the birth of modern mindset. In the 1950s, most of the fashion style was elegant, mature, and conventional. The style was mostly for mature elite people. In the 1960s, many people began to dress differently. Young people of the 60s no longer wanted to follow their parent’s style of dressing. They found a sense of identity and the need to express it. The fashion industry quickly answered the demand of youth fashion with innovative designs and a new form of retail shopping, creating a whole new market for youth fashion. During the 1960s, women of all ages began to get a stronger role in society. The revolution of the swinging 60s started by the arrival of contraceptive pill as a reliable form of birth control. The pill contributed to the led to the rise of second-wave women 's movement. The nineteenth-century women were aware of their lack of power and encouraged …show more content…
In the 1960s, Quant was famous for her influence in youth fashion movement. By the early sixties, even couture-trained designers, like André Courrèges began designing youthful styles. “André Courrèges’s success was based on his ability to renew and preserve high fashion by implanting elements from the youthquake culture into haute couture.” (Jennifer Park 180-181)
Mary Quant was famous for its fun and bold design, showing that her designs were heavily influenced from the youth subcultures of London. One of her trademarks was modernized traditional styles and make them more hip and trendy. In contrast, Courrèges’ collection included simple and modern designs that were futuristic and thrilling (Myra Walker 512-513). Courrèges really pushed fashion further into the future by situating it within modern life. As a result, André Courrèges brought modern clothes for modern women living in the