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History always repeats itself, and the fashion industry is certainly no exception to this rule. Over the years, trends have been recycled decades down the line.

What’s interesting, though, is how these trends have been reflective of the time period they existed in.

Let’s take fashion as our lens where we bring in the social, political and economic situation of each era under close scrutiny!

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The Roaring Twenties

June's
letters

June uses her clothing as a form of rebellion. She chooses to wear short dresses, trousers and bobbed hair.
June treats comfort as a priority, which was not common among women of previous generations.
June is from a wealthy family and is financially able to experiment with her clothing.
June is very influenced by celebrities such as Louis Brooks, Anna May Wong and Clara Bow.
June spends her evenings in Speakeasy’s with a familiar crowd. It is important to her to regularly showcase new and spectacular outfits for these occasions.

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The Great Depression

Mary's
treasures

Fashion is a form of escape for Mary. The glamourous outfits she sees on movie stars transport her to a fantasy realm.
Since money is tight, Mary makes all of her clothes as well as those of her children
Mary loves the movies but rarely visits the cinema, seeing it as an expensive extravagance. Instead, she collects posters and newspaper cutouts of her favourite actresses.
Mary’s favourite actresses are Greta Garbo, Joan Crawford and Janet Gaynor. Their dramatic, silky vening gowns are iconic of the era.

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The Swinging Sixties

Alyssa's
articles

Alyssa is an active lobbyist of Black Feminist rights
Alyssa takes great pride in her heritage. She often dresses in traditional African Attire and wears her hair natural as a rejection of Eurocentric standards of beauty.
Alyssa loves to socialize and show off her unique and beautiful outfits
Alyssa’s regular wear includes jeans, baggy shirts, black and white suits, headbands and loafers.
Alyssa exclusively uses ‘Flori Roberts’, a renowned make up brand created for Black women.

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The Hippie Era

Pamela's
scrapbook

As an active part of the flower power movement, Pamela is an ardent believer in making love not war. She loves peace signs and other jewelry that reflect this.
As an active part of the flower power movement, Pamela is an ardent believer in making love not war. She loves peace signs and other jewelry that reflect this.
Pamela actively campaigns for causes she believes in, primarily protesting US involvement in the Vietnam war. Her rejection of major brands is an extension of this activism.
Pamela actively campaigns for causes she believes in, primarily protesting US involvement in the Vietnam war. Her rejection of major brands is an extension of this activism.
While Pamela is not inclined to hero worship, she admires certain celebrities for their fashion choices. These include Janis Joplin, Cher and Jacqueline Bisset.
While Pamela is not inclined to hero worship, she admires certain celebrities for their fashion choices. These include Janis Joplin, Cher and Jacqueline Bisset.
Pamela prefers natural, organic fabrics such as wool and hemp. She loves crochet and macramé.
Pamela is extremely partial to tie and dye, a popular print in the era.

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The Greed Decade

Deborah's
journal

Deborah has certain fashion icons whom she idolizes. These include Princess Diana, Cyndi Lauper and, of course, Madonna.
Deborah loves neon, the palette was very popular in the 80’s. It made appearances in scrunchies, beads, jelly sandals and even jewelry!
Deborah ideates looks for every event of her life. This is a mood board of what she’d want to wear to prom.
Deborah picks elements of her favourite celebrities’ outfits and pieces together trends based on these observations. One of her idols is Grace Jones

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The Y2K Era

Jennifer's
CDs

Jennifer is a fan of hip hop and rap music; her fashion hoices reflect the same.
Jennifer is a fan of hip hop and rap music; her fashion hoices reflect the same.
Aaliyah, the talented young musician, touched the lives of many with her unique music and style. Jennifer is a huge fan.
The group TLC were known for their outrageous and coveted outfits. Some of their trademark looks included coloured overalls, denim and crop tops with sweatpants.
The New York born Divas of the group Salt n Pepa have been huge influences on the fashion industry and have become a popular costume inspiration even today! They were known for their unapologetically black NYC style.
More mainstream icons of the time included Britney Spears, Beyonce, Rihanna and Christina Aguilera. Some unconventional looks they made popular were miniskirts with Ugg boots and drop waisted pants revealing underwear.
Missy Elliot has established herself as a fashion goddess with her ahead-of-her-time outfits. She sported athleisure before the term was even coined. One of her most bold choices was a customised jacket featuring her friend, Aaliyah, who had died tragically a few days prior.
Jennifer is dismissive of expensive brands, instead opting to create her looks from thrift store finds.

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The Fangirl Era

Janet's
Fanpage

Janet wants to be a singer when she grows up. She hopes to ‘be discovered’ and rise to fame, like her idol; Jasmine Trias, a 2004 contestant on American Idol.
Janet is very keen to own a pair of Chuck Taylor limited dition all-star looney tunes sneakers and is saving up the money to buy them.
Janet is very keen to experiment more with make-up and hair colours but knows her parents would not allow her to.
Janet is extremely shy, while she admires bold looks she would be too nervous to wear them herself.
Janet worships her favourite celebrities with a passion. She seeks to imitate their outfits rather than innovate with her own.

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The Digital Age

Kayla's
Instagram

Inclusivity is very important to Kayla. She strives to support brands that promote it and recommend them to her followers.
While Kayla is a major advocate for body positivity, she struggles with her own insecurities. Her fashion choices are aimed at showcasing what she has been taught is a healthy body, that is, a skinny waist with big breasts and a butt.
As an influencer, Kayla feels a strong sense of responsibility toward her followers. They depend on her to direct them toward sustainable products.
Kayla strives to be individualistic in her fashion choices, keeping in line with the idea of loving and being true to oneself.