Critical Analysis
Although first opening her boutique in
1955, the true spirit of Mary Quants designs was apart of the 1960’s. She was
not one to feel in touch with the conservative look of the 1950s. Her youth,
along with fun spirit was not born to live the lifestyle of the 50s. The
zeitgeist of Mary Quant would be associated with ‘Youthquake’ of the 1960s. In
America, the decade was full of the offspring of the baby boomers of the 1950s.
“The post World War II Baby Boom had created 70 million teenagers
for the sixties, and
these youth swayed the fashion, the fads and the politics of the decade.”
(Peter). Never before had America been so persuaded, and lead by the opinion of
the youth. The young citizens of the country earned for a life of freedom,
personal expression, and the want to get their voices heard. Along with the
youth being in power in the states, the UK was also experiencing the same
phenomenon. They to saw a jump in youth population, and were being overcome by
the new ways of the 1960s. Mary Quant noted this change, and wanted to design
clothes that would reflect this spirit. She created clothes that “ allowed
people to run, to jump, to leap, to retain their precious freedom.” (Polan 104).
In a 1962 interview Quant was quoted explaining her opinion on the changing
decade: “the economy was booming and ours was the first generation which, when
young, actually had the money and therefore the freedom to create a culture for
itself.” (Polan 104). The positive outlook of youth, and the possibility for
success they withheld was a huge motive for Quant to create designs reelecting
this spirit. She even entitled her 1960 spring collection ‘Youthquake.’ (Webb
72) Mary Quant is an icon because she was able to begin her own boutique,
create her own clothes to sell, and become immensely successful so quickly.
People demanded her clothing; they loved the changing look it brought them. She
was able to begin the boutique in London, have another open in Knightsbridge in
1957, and then work for creating collections for the American company, JC
Penny. (Polan 105). By 1965 her collection was touring from coast to coast of
the United States. The youth of America loved the new style, and began dressing
similar to the look of a Mary Quant design. Her ability to start new lines such
as household furniture’s, glasses, shoes, carpet, and even wine is what also
makes her an icon. (Polan 105). She has been at the top of so many various
markets, always finding success in each.
Bibliography
Polan, Brenda, and Roger Tredre. The great fashion
designers. English ed. Oxford: Berg Publishers,
2009. Print.
Peter,
Laurence. "American Cultural History - 1960 - 1969." LSC-Kingwood
Library. N.p., n.d. Web. 18 Nov.
2012.
Webb, Iain R.. Foale and Tuffin: the sixties : a decade in
fashion. Woodbridge: ACC Editions
;, 2009. Print.
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