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Before the 1960s, young women had been expected to dress in the style of their mothers, which was usually loosely based on Parisian couture. For example, as late as 1962, a Sears catalog portrayed mothers and daughters as "patchwork pals" who were overjoyed that they are wearing identical dresses. Looking back on the late 1950s, the English designer Sally Tuffin remarked, "There weren't any clothes for young people at all. One just looked like their mother".

However, by the 1960s, youth protests and demands for individual expression revealed that young adults were gaining a self-conscious awareness of themselves as a distinct and unified group that was able to respond to political events in ways that were different from their parents. Youngsters felt they no longer needed to follow the rules of bourgeois morality and manners, which they saw as hypocritical and based on double standards. As this young political entity gained a voice, they created a space for a new and distinctive fashion that embodied their own political views-not their parents'.

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13y ago

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