political slogan wear
1960
In 1960, Jean Seberg starred in Parisian drama film Breathless. In addition to the character’s simplistic styling, Jean wore a slogan t-shirt emblazoned with the words ‘New York Herald Tribune’. This may not have been a particularly political expression; however, it is an early example of the slogan t-shirt.
1984
Arguably the most influential example of slogan wear is Katharine Hamnett’s ‘58% don’t want pershing’ t-shirt. Katharine wore the politically charged garment to 10 Downing Street, meeting Margaret Thatcher in the process. This meeting gained widespread exposure, and publicity for both the designer and the cause.
2017
“Gen Z members are pragmatic and place making a difference in the world as a top prority. Market a product to them that’s affordable and cause-driven” WGSN Marketing to generation Z
The recent uprise of political slogan wear could fall up both the trickle-uo and trend-down trends. Designers have seen the opportunity to promote and highlight causes, not only to the elite but to generation Y and Z, who appreciate visual forms of communication. This trend has also given the designers an opportunity to express their own views. For generations Y and Z, who want to make a different in the world, a product that is both cause-driven and impactful is important. Due to global unrest, the need to have a voice is also of importance to this demographic.
The pussy hat is a recent example of a political streetdriven trend making its way onto the catwalk. In addition, it is an example of the public’s desire to voice their concerns.
Creatures of Comfort has reacted to current political unrest with inclusive slogans such as ‘we are all human beings’.
Christian Siriano is a designer using bold statements to express negative feelings towards borders, both physical and social. The designer’s slogan expresses his thoughts regarding this suppression.
Prabal Gurung chose to focus part of his F/W 2017 collection on feminism and strong women. Prabal Gurung’s t-shirt design much resembled Dior’s in that it was plain black text on a white background. This is evocative of Katharine Hamnett’s 1980s slogan wear.
Otherwild have targeted their version of the feminist t-shirt to generation Y and Z specifically, selling for just $30.
Influencers such as Bryanboy have been seen promoting the Prabal Gurung collection.
The Dior t-shirt was recently seen worn by a young supporter at a women’s rally.
Maria Grazia Chiuri’s debut collection for Dior was full of political slogan wear. The spring 2017 ready-to-wear collection started with a t-shirt that read ‘we should all be feminists’. As Maria Grazia is the first female creative director for the luxury brand, this message could be seen as strong and meaningful.
Proceeds from Dior feminist t-shirt are being donated to Rihanna’s charity, Clara Lionel Foundation. This collaboration appeals to generation Y and Z, who value brand collaborations.
Celebrity Jennifer Lawrence has appeared on the Fenruary 2017 edition of Harper’s Bazaar, wearing the Dior t-shirt.
Natalie Portman recently spoke at the Women’s March in Washington, USA. She chose to further promote her cause by wearing Dior’s collaborative piece.
It has recently been noted that generations y and z are keen to have a voice. Fast fashion brands have embraced this trend to market ‘softer’ slogans such as this one by ASOS. This design could also be a reaction to so-called “false news”, which has been widely covered by the media recently.
Appealing to fast fashion consumers’ hopeful and idealist outlook is this slogan jacket by ASOS.
This fast fashion design by Motel at Topshop is an example of young consumers’ desire to voice their political opinions. A t-shirt with slogan ‘not enough anarchists’ is styled with a black and white bandana, which has become synonymous with inclusivity due to a campaign by Business of Fashion.
Model Leomie Anderson modeling a hoodie in response to a recent derogatory comment made by Donald Trump.
bibliography
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