Fashion and Air Travel: Australian Photography and Style. (March 2017)

• Record Type: Journal Article
• Authors: Maynard, Margaret
• Is Part Of: Costume. Volume 51:Number 1(2017)
• Page Start: 103
• Page End: 120
• Publication Date: 2017-03
• Subjects: Australia -- fashion photography -- airline travel -- advertising -- technology; Costume -- Periodicals; Costume -- History -- Periodicals; 391
• DOI: 10.3366/cost.2017.0007
• Languages: English
• ISSNs: 0590-8876

Abstract

Abstract : The expansion of commercial air travel in Australia after the Second World War caused significant changes to women's fashion and its marketing in this country. The developing technology of aeroplanes as commercial carriers meant European clothes and ideas reached Australia increasingly rapidly. A long-term sense of stylistic inferiority diminished and the sometimes unquestioning acceptance of imported style was challenged. As post-war retailers expanded their product range, they sought possibilities to market Australian designed and made garments both in Europe and the US. Using co-marketing with the airline industry in particular, retailers began to foster a new confidence amongst middle-class women that by wearing local attire they could participate in a worldwide network of stylish production and consumption. For a brief period, Australian, US and European-made fashions were in serious competition. This article suggests promotional images featuring the connectivity between the technology of air transport and fashion after the Second World War mark a discrete moment in the representation of women in this country as mature and stylishly dressed global travellers, prior to a vigorously emerging youth market by the mid-1960s. It also posits the idea that, although representational stereotypes of Australian women as homemakers remained intact, the use of technological settings of airline travel in fashion photography created a new and cosmopolitan narrative that ran counter to the ideal of domesticity.