Abstract

Fashion is defined as a reflection of the economic, sociological, and cultural changes and developments in society; however, due to the individual’s social and cultural position, it is closely related to popular culture. Effective technological advancements pave the way for changes in popular culture in short periods of time. Within these societal changes, the 1960s, in particular, were a period of revolutionary innovations in the fashion industry. The 1960s, while reshaping popular culture with the accumulated cultural heritage of the past, also allowed for the integration of freedom with individuality. While the concept of fashion describes a period shaped by popular culture, today’s fashion is undergoing rapid transformation under the influence of technology, globalization, the development of communication tools, and social awareness. Looking at this change through the lens of today’s technology or the individual’s understanding of fashion, fashion has gained a clearer, more digitized, and more environmentally conscious identity compared to the past, embracing sustainability principles in terms of communication. The societal change that began in the 1960s spread through trends such as the fashion movement, hippie style, miniskirts, media, and music groups, reflecting individual freedom and social identity. Today’s fashion industry, while evolving with references from the past, is also evolving differently under the influence of technology, globalization, and social media. Brands, influenced by popular culture, are focusing on designing sustainable, eco-friendly, and functional products. As a result, awareness of the environmentally conscious use of resources in design and production has emerged as a significant factor in the fashion industry. Sustainable and eco-friendly designs, recycling and upcycling, and biomaterial research are among the fundamental approaches in fashion today

Keywords

fashion, popular culture, 60s, social change, youth, present