From cowgirls to “It” girls, Levi’s jeans have helped to empower women through fashion:
Author:Sara IdacavagePublish date:Mar 3, 2017If you glance through street style photos from across the globe, one thing sticks out: Levi's are EVERYWHERE. Although jeans have become the de facto uniform for fashion editors, models and everyone else on the street, they started out as humble pieces of men's workwear, prized more for their durability over any type of "cool" factor.
A TASTE OF FREEDOM During World War I, many women engaged in physical labor for first time to fulfill the duties of men who had been shipped off to combat. From factories to farms, women in these labor-intensive jobs found that men's trousers, including Levi's jeans, were an essential part of their wartime wardrobe.
THE FIRST JEANS FOR WOMENThe popularity of Dude Ranches inspired Levi's to introduce the first line of jeans for women in 1934. Known as Lady Levi's, the jeans altered men's cuts to better fit the female form. Most importantly, as Paneck points out, Levi's introduced these at a "time when women's pants were still largely unaccepted," making this a relatively bold move in the clothing industry.
CULTURAL REVOLUTIONThe 1960s and 1970s are characterized by a number of social movements, including the sexual revolution and fight for equal rights. Jeans became the uniform for college students, hippies and anyone else who identified as part of the "counter-culture." Through another societal shift, jeans became symbolic of independence, freedom and a move away from the traditions of the past.
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