Short Week

I decided to read the article entitled “The Conquest of Cool” thinking that it would be more applicable to my social understanding. I’ve read countless things on the ways in which fashion influences women’s perceptions and values, but have not yet had the exquisite pleasure of reading a piece that discusses the effects on the other gender. My initial assessment of the article (counting the pages), told me that I had already chosen the wrong article. “The Conquest of Cool” was a whopping sixteen pages of small print in comparison “Fresh Lipstick”, fourteen pages of large print. In spite of my initial hesitation, I continued on. The article touched on the Peacock Revolution of the 1960’s, although it never clarified as to what the peacock revolution actually was. I assumed it had to do with the change in men’s clothing during the period of revolutionary change in the 60s.

The article was very unclear as a whole and seemed to lack some major point or idea in conclusion. I was very confused the entire time as to whether the author thought that the media generally influenced the public, vice versa, or a little of both. What I did find interesting in the article though was the idea of gradual change that the fashion industry made throughout the decade. In the very beginning they advertised clothes that were hardly radical at all merely by maintaining that they were. They were selling change and ideas, not clothes. What they were doing was trying to manipulate the opinions and views of buyers slowly but surely, until eventually their marketing campaigns included the typical hippie image as a fashion norm. I think that it had a lot to do with transitioning to a new market without losing the interest of the previous generation. This is particularly true in regards to the higher end clothing lines, because the nations youth could not yet afford them. The companies were preparing for the arrival of the next generation, and shaping (whether intentionally or unintentionally) their fashion trends. When I hear these kinds of brilliant and intentional marketing campaigns I can’t help but think that the big wigs in marketing are some of the smartest, albeit most manipulative people in the country, if not the world.

            The article makes me think of the marketing campaigns being subliminally implemented today. Why has today’s society developed and upheld the idea that long shorts, sagging pants, name brand sweatshirts, and logoed t-shirts are fashionable? The fashion industry plays on our society and manipulates are ideas of desirability, that’s why. Take a look at the trends they’re putting down our throats already.

Spring Fashions!