In the eighties we saw a whole new redefinition of the profession of the designer. It was not enough to be a good craftsman and create garments of excellent workmanship and quality: the example of the most sophisticated advertising strategies, it was necessary to give an attractive image of their product. The designer had no choice, because their success had created real financial empires, where they produced all that was around the dress – not only accessories, but the decor of the house itself. Where the competition was concerned, because of globalization, every move was ruthless and responsible agencies and picture editors had to hit the designated target. With the development of the Internet every brand created its own website, and not just to attract attention, but for some popular products like jeans, and sell them directly. They nevertheless continued to march to their own models, which were then translated into ready-to-wear. With the advent of the computer, colored clothes were designed electronically. The profession of the dress designer finally disappeared.
The fashion of the eighties was characterized by the worship of success and efficiency. The painting was completed, however, through the subversive tendencies of punk and the other groups of urban youth culture. Also developed was the race to fitness, and also for younger people there were created casual clothing taken from sportswear. In this period the international fashion changed permanently and reduced the importance of French haute couture with each country developing a different style, in Europe, in particular, were Germany, Italy and England, while the U.S. emerged, with their classic contemporary style, and especially, Japan. Unappreciated at home, they emigrated to the Japanese designers in Paris, from which they launched composite lines impeccably cut using unusual materials.
The success of Made in Italy in this period also resulted from clever marketing strategies. Milan snatched the palm of the fashion capital in Turin, Florence and Rome. They became famous designers such as Giorgio Armani, Missoni, Gianfranco Ferre, Gianni Versace, Dolce & Gabbana, Krizia. The success of D & G was due to the pop star Madonna, who was enthusiastic about shabby chic clothes inspired by eroticism, with black stockings and underwear designed to be worn in plain sight.
The ideal of feminine beauty was inspired by the sports woman, slender, muscular and ambitious, successful both in private and in public life, thanks to the fact that they are always dressed appropriately. Just Madonna embodied the belief that it was possible to model the body through aerobics, bodybuilding, diet and beauty care. The shoulders of women’s clothes were widened and swelled, the combination of the ubiquitous jacket-suit with briefcase – the type of career women that was no longer feminine and chic, but tough and ruthless at work.
At the same time the Yuppie phenomenon was born in the United States of America – an acronym for Young Urban Professional endearment. The rampant and ambitious yuppie often worked on the Stock Exchange, had few scruples and wanted to get rich quickly. Environments frequented included chic, expensive restaurants, snorting cocaine and Italian clothing, particularly Armani and Versace.