Britain's Revolution in Male Fashion

In the context of 1960s Britain, one can observe the rise of a male fashion trend rooted in the appropriation of military uniforms and the use of the Union Flag—also known as the Union Jack—as a decorative element. This trend reflected how post-imperial culture was being questioned at the time. Change occurred not only through fashion but also through music and art, as Britain moved beyond military influences to establish itself as a role model for contemporary culture.

The Emporium

“I Was Lord Kitchener’s Valet,” referencing Field Marshal Horatio Herbert Kitchener, played a significant role in subverting military ideals for young people by transforming military aesthetics into fashion. Furthermore, reimagining the Union Flag as a symbol of change rather than conservatism helped promote the image of a “New London” in pop culture.

Slim

The slim-fit, single-breasted blazer featuring the British flag was worn by Pete Townshend—legendary guitarist and composer for the British rock band The Who, formed in 1964. The blazer embodied modern tailoring elements, with the flag’s design, representing the 1801 union of Ireland and Great Britain, carefully positioned to highlight its sleek lines.

Exquisite shoulder line

The narrow-cut torso is further elongated by the tight armhole and the vent over the row of three evenly spaced white buttons. They pair beautifully with the white topstitching.

Flag design

The red cross of St. George, patron of England, forms the centerpiece of the blazer, wider at the waist and extending to the narrow lapels. The red overlaps the white diagonal cross of St. Andrew, patron of Scotland, serving as the base color. David Bowie wears a worn Union Jack blazer designed in collaboration with Alexander McQueen (1969-2010). The blazer appeared on the cover of the Earthling (1997) album.

Written by Lucas Cavalcante. (Miera Fashion Journal Correspondent.)