From Flappers to Feminists
The 1960’s and the 1920’s were two distinct eras separated by several decades, but they share some interesting parallels in terms of women's cultural revolution in style of clothing, hats and behavioral attitudes.
Here are several ways in which the 1960’s reflected the women's cultural revolution of the 1920’s flapper era:
Fashion and Individuality: Both eras saw a departure from traditional styles towards more individualistic and daring fashion choices. In the 1920s, flapper fashion rejected corsets and embraced shorter hemlines and looser silhouettes. Similarly, the 1960’s witnessed a rejection of conservative fashion, with the rise of mini-skirts, bold patterns, and a focus on self-expression.
Hair and Beauty Standards: Both decades challenged traditional beauty standards. In the 1920’s, flapper hairstyles embraced short bobs and waved styles, a stark contrast to the long and intricate updos of the previous era. In the 1960’s, the beehive and the pixie cut defied conventional norms, reflecting a spirit of rebellion and individuality.
Social Liberation: Both eras were marked by a sense of social liberation for women. Flappers of the 1920’s were associated with newfound freedoms, including the right to vote, and their fashion and behavior reflected their desire for independence. Similarly, the 1960’s saw the rise of feminist movements advocating for women's rights, including access to education, career and opportunities.
Challenging Gender Roles: The 1920’s flapper era challenged traditional gender roles, with women seeking more active and adventurous lifestyles. Women of the 1960’s also challenged these roles, as they pursued careers, entered previously male-dominated fields, and demanded equal treatment and pay.
Nightlife and Entertainment: Both eras were known for their vibrant nightlife and changing entertainment scene. The 1920’s saw the rise of speakeasies and a greater acceptance of women in public spaces. Similarly, the 1960’s saw the emergence of counterculture movements and a focus on music festivals, reflecting a desire for social change and new experiences.
Attitude Towards Sexuality: Both decades saw a shift in attitudes towards sexuality. Flappers in the 1920’s openly discussed and experimented with topics related to sexuality and dating. The sexual revolution of the 1960’s challenged traditional norms as well, with discussions about birth control, sexual liberation, and changing attitudes toward relationships.
Consumer Culture and Media Influence: Both eras were influenced by consumer culture and the media. In the 1920’s, the rise of advertising and the mass market played a role in shaping fashion trends and influencing women's behavior. Similarly, the 1960’s were marked by the influence of television, magazines, and pop culture, which impacted fashion choices and societal values.
Push for Political Change: Both decades were marked by a push for political change. The 1920’s saw women gaining the right to vote, which had a profound impact on their engagement in civic and political life. The 1960’s were characterized by civil rights movements and anti-war protests, with women actively participating in these causes and advocating for broader societal changes.
While these eras had their unique characteristics, the spirit of rebellion, social change, and the pursuit of greater autonomy for women in both the 1920’s and the 1960’s underscores the ways in which they reflected women's cultural revolutions in hat and clothing styles as well as behavior.
World War II (1939–45) had a significant impact on the style and behavior that had been prevalent during the 1920’s flapper era. The shift in societal norms and priorities brought about by the war led to changes in fashion, behavior, and cultural attitudes. WWII influenced the style and behavior of the 1920s flapper era:
Fashion:
Rationing and Material Shortages: During WWII, many resources, including fabric, were diverted for the war effort. Rationing was implemented, limiting the availability of materials for clothing. This scarcity led to more modest and practical fashion choices, in stark contrast to the exuberant and extravagant styles of the flapper era.
Utility Clothing: The focus shifted towards functional clothing known as "utility clothing." These garments were designed to conserve materials and were often simpler in design, emphasizing practicality over flair.
Conservative Styles: The war effort called for a more conservative and patriotic approach to fashion. Skirt lengths were longer, and styles veered towards a more reserved and uniform appearance.
Behavior:
Women in the Workforce: With a large number of men serving in the armed forces, women played a crucial role in the workforce during WWII. Many women took up jobs that were traditionally considered male domains, leading to a more practical and less leisure-oriented lifestyle.
Sense of Unity and Sacrifice: The war brought about a sense of unity and shared sacrifice among the population. This shift in focus from personal pursuits to collective efforts influenced people's behaviors and priorities.
Focus on Morality and Family: The wartime environment encouraged a return to traditional values, including a stronger emphasis on family, community, and conservative behavior. This shift was reflected in both societal expectations and personal choices.
Austerity and Simplification: The challenges posed by the war led to a simpler and more frugal way of life. This extended to various aspects of daily life, including leisure activities, which became more subdued and focused on supporting the war effort.
World War II had a noticeable impact on the style and behavior associated with the 1920’s flapper era. The focus shifted from individualism, extravagance, and rebellion to a more practical, conservative, and community-centered approach. The wartime conditions and the collective sense of responsibility influenced how people dressed and conducted themselves, leading to a temporary departure from the carefree spirit of the previous decade.
The fading memory of World War II and the Korean War had an effect on the changes in women's ideals during the 1960’s. The experiences of these wars, along with broader social and cultural shifts, played a role in shaping the style of clothing, hair and attitudes and aspirations of women in the 1960’s. Here's how the fading memory of wartime experiences influenced the changes in women's ideals during the 1960s:
Post-War Prosperity and Stability: The years following WWII saw a period of economic growth and stability in the United States. The fading memory of war led to an emphasis on consumerism and the pursuit of material comfort. This shift in focus influenced the aspirations and priorities of women, who were encouraged to embrace a more domestic and family-oriented lifestyle.
Return to Traditional Gender Roles: The post-war period saw a revival of traditional gender roles and expectations. As men returned from the war and reentered the workforce, there was pressure on women to return to their roles as homemakers and caregivers. The idealized image of the "happy housewife" was promoted through media and societal messaging.
Cultural Norms and "Normative Femininity": The 1950’s saw the rise of a concept called "normative femininity," which emphasized women's roles as wives and mothers. This ideal was reinforced by media, advertisements, and popular culture, contributing to a more conservative and limited view of women's potential.
Resurgence of Feminism: The fading memory of the wars, coupled with the restrictive gender norms of the 1950’s, contributed to the growing frustration among some women. This frustration eventually played a role in sparking the feminist movement of the 1960’s. Women who had experienced the independence and sense of purpose during the wartime workforce began to question and challenge their limited roles in the post-war era.
Civil Rights Movements and Social Change: The broader civil rights movements of the 1960’s, including the fight for racial equality, contributed to an atmosphere of social change. The struggle for equality and rights for marginalized groups inspired women to reevaluate their own societal positions and demand greater opportunities and autonomy.
Influence of Media and Role Models: The 1960’s saw the rise of influential figures like Betty Friedan, author of "The Feminine Mystique," which critiqued the limitations of women's roles in society. The media began to provide a platform for discussions on gender equality, allowing women to question and challenge the ideals they had grown up with.
The 1960’s were a transformative period in terms of both hairstyles and fashion, and they had an impact on various industries, including the hat industry. Her are ten compelling factors explaining how the hairstyles of the 1960s had a detrimental impact on the hat industry in the United States.
It was impossible to wear any era of hat on this Beehive hairdo! No 1960’s woman was going to put up with “hat hair”!
The Rise of the Beehive and Updos: The popular hairstyles of the 1960s, such as the beehive and intricate updos, required a lot of volume and height at the crown.
Conflicting Styles: Hats vs. Hairdos: The clash between the voluminous hairstyles of the era and the traditional hat styles. The need to preserve the elaborate hairdos discouraged women from wearing hats, contributing to a decline in the demand for hats.
Hat-Friendly Hairstyles vs. Trendy Hairdos: The more subdued and practical hat-friendly hairstyles of the past with the extravagant and gravity-defying hair trends of the 1960s.
Cultural Rebellion and Casual Fashion: The cultural and social shifts of the 1960’s, including the rise of counterculture and casual fashion explains how the rejection of formalities and the pursuit of a more relaxed appearance contributed to the decline of hat-wearing as an everyday accessory.
Celebrities and Influence: The hairstyles of popular 1960’s celebrities, like Brigitte Bardot and Twiggy, influenced fashion trends. These celebrities' signature hairdos often stood in contrast to hat styles, steering public preferences away from traditional head wear.
Hat Industry Adaptations: The hat industry attempted to adapt to the changing hairstyles by introducing smaller and more versatile hat designs. Discuss whether these adaptations were successful in rejuvenating interest in hats. Jacqueline Kennedy, the First Lady to President JFK, played a pivotal role in popularizing the use of smaller hats designed to complement the bouffant hairstyles of the 1960s.
The Cultural Shift Away from Elegance: The 1960’s marked a departure from the elegance and formality of previous decades. This cultural shift impacted people's attitudes toward wearing hats, which were traditionally associated with a more refined and polished look.
Women's Liberation and Self-Expression: The feminist movement and the emphasis on self-expression in the 1960’s encouraged women to embrace their natural hair textures and styles. This newfound freedom in hairstyle choices contributed to a decline in hat-wearing.
Hat Alternatives and Accessories: Headbands, scarves, and bold jewelry that became popular in the 1960’s soon replaced the iconic hat fashion. These accessories offered a way to add flair to hairstyles without the inconvenience of wearing traditional hats.
Revival Attempts and Nostalgia: All attempts made by the hat industry to revive interest in their products during the 1960’ was to no avail. However, as we can see from today, the nostalgic revivals of vintage hat styles and innovative designs managed to counteract the impact of changing hairstyles.
First Lady Jackie Kennedy (1961–63), disembarking Air Force One. She’s wearing a pink suit with matching pillbox hat in spite of her stylish bouffant hairdo.
The relationship between 1960s hairstyles and the decline of the hat industry in the USA was very evident. In summary, the fading memory of WWII and the Korean War, combined with broader social shifts, influenced the changing ideals and the overall styles of women during the 1960s. While the immediate post-war period emphasized traditional roles and values giving way to such productions as the “Donna Reed Show”, Leave it to Beaver, etc, it wasn’t long before the frustrations and aspirations that emerged from these experiences ultimately contributed to the feminist movements and the push for greater gender equality and autonomy that characterized the 1960’s.