Symbols

After the end of World War II, American consumer goods became symbols of a high-standard future filled with modernit. As a result, American products such as cars, clothing, and food turned into “metaproducts.” For many, the United States represented freedom and opportunity.

Consumerism

Thus, the war helped spread the message of American consumerism, amplified further by Hollywood popularizing these goods. Blue denim, forexample, has its origins rooted in these processes of cultural intercommunication.

Transformation

The cultural transformations that popularized workwear as ubiquitous leisurewear were heavily influenced by Hollywood. Shows depicting the “Wild West” or “Old West” became a popular form of entertainment, and with the rise of the film industry, the western genre became a staple of Hollywood.

Choices

The costume choices of these actors were central to their allure: short leather jackets with zippers, t-shirts, heavy work boots, and jeans. This simple combination of rugged, durable, and functional pieces associated with labor laid the foundation for much of postwar men’s fashion.

Imagination

In the popular imagination, jeans became a symbol of youth and rebellion, threatening the older generation as a defiant element. They were also linked to rock ‘n’ roll, worn by figures like Elvis Presley, and inspired song lyrics in the 1950s. Women also began adopting jeans, recognizing their versatility in defining curves while maintaining femininity.

Written by Lucas Cavalcante. ( Miera Fashion Journal Correspondent)