Similar to the previous decade, the American economy flourished during the 1960s. But by the end of the decade, economic prosperity was already starting to be eroded by inflation.

... whereas 1950s America was a time of complacency, the 1960s and 70s were times of change. The business and workforce were going through major shifts at this time, and rapidly increasing technology was leading the dawn of the information age while America was gradually becoming less reliant on the industrial and manufacturing industries.

Increasing numbers of Americans were owning stock, leading to a stock market boom between 1962-68 which this time was not followed by an economic depression, unlike the 1920s. Although the decade did see some dips at several points, the Dow Jones Industrial Average steadily rose and in January of 1966, topped 1000 points.

The poverty rate too, also significantly decreased from 22% in 1959 to 12% in 1969. Federal spending by the government proceeded to increase dramatically as they sought out to spread the benefits of a thriving economy to the citizens of America; Spending that, although used towards a good cause, failed to be paid for properly by the government's failure to raise taxes. As such, inflation was accelerated and an end was put to the post-war economic prosperity.

The trajectory of 1960s fashion saw a shift from a more designer-centric industry to a consumer-centred ecosystem, including a variety of diverse overarching styles.

Fashion began to become progressively more casual across all genders and ages during the 1960s. But for the first part of the decade, fashion continued along the lines of the 1950s and was the continuation of the previous decade's ladylike elegance - this was the first of three broad trends of which 1960s womenswear was divided into. The second of which was composed of the fun and youthful designs of designer Mary Quant popularized by the cultural phenomenon that was "Swinging London" and influenced by the space age. The last being were the Eastern-influenced "Hippie" styles that originated later during the late 1960s.

By the dawn of the 1960s, young people were earning more than ever since the end of World War II, the more disposable income came with more money available to spend. Increased economic power fed a new sense of identity and as such, the young generation now felt a need to express it. Prior to the 1960s, most designs for young people were simply just copies of grown-up styles but now, the fashion industry was creating innovative designs for the youth specifically, drawing a line between generations and creating a new market for youth fashion.

Mary Quant was one of the most important pioneers of the "youthquake" at the time; Her simple but colourful designs that juxtaposed the stuffy looks of the older generation appealed to teenagers and young people - it was her that invented the miniskirt and dress, a popular silhouette that ended up dominating the mid-60s distinguished from the below-the-knee skirts of the 1950s. By the mid-60s, many were wearing skirts that ended around the upper thigh, higher than hemlines had ever been. They only continued to rise through the decade, and by 1966 miniskirts were at the height of their popularity as fashion moved towards a more playful look.

By the late-60s, a new style was emerging and skirts dipped back to mid-calf. By 1969, the longer-length midi-skirt had emerged along with a move towards the "Hippie" aesthetic. The boxy shapes, short skirts, and pinafores of the futuristic designs of Mary Quant were displaced by non-western elements of the hippie style such as headbands, Afghan coats, beads, flowing skirts and second-hand clothing.

This was the decade in which the originality of street style finally began to overcome the hegemony of high fashion.

1961 pencil, a-line, and bell skirts from a 1961 catalogue (1961 Lana, 2014)

1964 yellow dresses, (Lindbergs, 2012)

Yellow Balenciaga coat, 1960 (Bernárdez, 2011)

Mary Quant for J.C. Penney, 1966 (Natalie, 2007)

More colourful dresses from the late 60s (1960s Sun Dresses, 2017