DÜNYA SAVAŞI DÖNEMİ JACQMAR PROPAGANDA DESENLERİNİN GÜNÜMÜZ MODASINA UYARLANMASI
ADAPTION OF SECOND WORLD WAR JACQMAR PROPAGANDA PATTERNS TO TODAY’S FASHION

Summary/Abstract: Limitation of materials and resources due to the Second World War, led to the transformation of fashion. More practical and functional clothes have been produced with limited color options. The designs of the British fashion company Jacqmar are also remarkable examples of how fashion trends and clothing changed with the restrictions of war conditions. The research is limited to information about Jacqmar, one of the fashion brands that was affected by the changes in women's fashion, especially with "Civilian Clothing" and war restrictions in Britain during the Second World War, and its designs reflecting the period. By conducting an extensive literature review, the women's propaganda scarf designs of the Jacqmar brand from the period were investigated in the study. It has been observed that propaganda clothing and accessories were preferred during the war period when there were socio-economic difficulties, aiming to support the feeling of patriotism among the people and strengthening the belief that the war would be won. The existence of quality and branded textile products produced by Jacqmar is important as it is evidence of the social transformation experienced in London, including fashion during the war period. For this reason, thematic Jacqmar scarves, which are products of aesthetic and design-oriented thinking, are presented by making contemporary design examples on clothes. It has been observed that the propaganda textiles that emerged during the Second World War against the devastating effects of the war were decorated with interesting patterns and prints carrying anti-war or patriotic messages. The study found out how the fashion industry can adapt to challenging conditions and produce solutions to meet both the physical and psychological needs of the civilian population. As a conclusion, during periods of extraordinary conditions, symbolic and eye-catching clothes and accessories created with limited materials were used as tools for people to create their own styles and express their thoughts freely, as evidence of social transformation.

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