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FIELD GUIDE: HOW TO BE A FASHION DESIGNER
Youth fashion became a business
thanks to prêt-à-porter, and it was at
this time that the figure of the fashion
designer came into prominence, the
specialist who conceives garments
for serial production and works for
a ready-to-wear brand. Starting in
1970, the concept of the “fashion cre-
ator” appeared, as designers began
to emerge from anonymity, creating
brands bearing their names and per-
sonal styles. As a result, street fashion
stepped up onto fashion runways and
shows became media spectacles.
Styles within prêt-à-porter
Prêt-à-porter includes two of the most
popular styles on the street today:
casualwear and streetwear.
Casual is a style that borrows certain
elements from sportswear, placing
emphasis on comfort and personal
expression. It emerged in the United
Kingdom in the late 1970s, within
the sphere of soccer, when the non-
violent working-class fans of Liver-
pool decided to adopt a definitive
aesthetic—one that would differen-
tiate them from violent skins and
punks—based on the veneration of
certain brands that originated on the
continent. These fans followed their
teams across Europe, where they
had the opportunity to discover new
brands that did not exist in the United
Kingdom (Lacoste, Fila, Ellesse, Sergio
Tacchini, Kappa, Stone Island, Slaz-
enger, Diadora, Adidas, and Puma).
© Lennart Durehed. BAS Brand Identity for PUB
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