Introduction
Changing culture and trends which in many cases prove to be progressive influences the evolution of fashion in society. In fact, the zeitgeist of a particular era mainly represented by fashion indicates the culture and trends of that time (Park, 2014). The flapper fashion represented the cultural influences, fashion consumption, and market trends in the 1920s. Although the first consumers of the flapper were young women, by mid-1920s older women had adopted the fashion. Media outlets at the time showed the flapper fashion in a different light. However, merchants used the popularity of the cultural influence and the boom in the economy to market their mass-produced flapper dresses.
Even though the flapper fashion evolvement occurred in stages, it was characterized by drastic changes to the commonly worn Victorian age dresses. While the Victorian dresses were profoundly conservative and visibly uncomfortable, the flapper fashion introduced dresses that gave women the freedom to move their bodies. The dresses fitted loosely and had a low waistline that dropped to the hips. Also, the length of the flapper fashion almost went up to the knees and strings of pearls or beads used to add sophistication (Schweitzer, 2011). Flapper fashion entailed dresses that offered freedom of upper and lower body movement.