Flapper
Flappers were a subculture of young Western women prominent after the First World War and through the 1920s who wore short skirts (knee height was considered short during that period), bobbed their hair, listened to jazz, and flaunted their disdain for prevailing codes of decent behavior. Flappers were seen as brash for wearing excessive makeup, drinking alcohol, smoking cigarettes in public, driving automobiles, treating sex in a casual manner, and otherwise flouting social and sexual norms.[1] As automobiles became more available, flappers gained freedom of movement and privacy.[2]
For other uses, see Flapper (disambiguation).
Flappers are icons of the Roaring Twenties, a period of postwar social and political turbulence and increased transatlantic cultural exchange, as well as of the export of American jazz culture to Europe. More conservative people, who belonged mostly to older generations, reacted with claims that the flappers' dresses were "near nakedness" and that flappers were "flippant", "reckless", and unintelligent.
While primarily associated with the United States, this "modern girl" archetype was a worldwide phenomenon that had other names depending on the country, such as joven moderna in Argentina[3] or garçonne in France or moga in Japan, although the American term "flapper" was the most widespread internationally.[4]
End of the flapper era[edit]
An obituary for the "Flapper" ran on the front page of The New York Times at the end of 1928, suggesting that she was being replaced by the "Siren", a mysterious, stylish, "vaguely European" ideal woman.[102] The flapper lifestyle and look disappeared and the roaring '20s era of glitz and glamour came to an end in America after the Wall Street Crash of 1929.[103]
Unable to afford the latest trends and lifestyle, the once-vibrant flapper women returned to their dropped hemlines, and the flapper dress disappeared. A sudden serious tone washed over the public with the appearance of the Great Depression. The high-spirited attitude and hedonism were less acceptable during the economic hardships of the 1930s. When hemlines began to rise again, numerous states took action, making laws that restricted women to wear skirts with hemlines no shorter than three inches (7.5 centimeters) above the ankle. The ever-popular bobbed haircut was the cause for some women being fired from their jobs.[104]
Transitioning into the 1930s was no easy task. Campaigns such as the "Make Do and Mend" slogan were becoming prevalent to ensure there was no overconsumption throughout society.[105]
Fabric choices were among the many items to be cut back during this poverty-stricken time. Artificial fabrics were used instead of elegant fabrics such as silk, which were so popular in the early 1900s. No longer were party dresses adorned with decorative embellishments or made brightly colored. Instead, women headed to work to take over roles of men at war. The physically demanding jobs called for the creation and social acceptance of women's pants in society.
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