As devastating as war is, fashions are found and survives. It was actually war when head scarves really took centre stage in fashion.
The simple convenience of the head scarf completed the Rosie look of the 1930s; made popular by the war poster campaign Rosie the Riveter: ‘We Can Do This’. With women acquiring more independence during the war there was a need for practicality. The make do and mend culture being upon them, head scarves were used to uplift the dreary utility clothing, along with red lipstick and curled locks. The head scarf protects, decorates and insulates whilst being adaptable to the newest trends, which is why over 80 years later they can still be seen on catwalks.
The success of the head scarf is because of its multi functions; being practical to keep hair out of the way during work, but also to accessorise; even for an off-duty model. The easily customised item determines that it is a fashion staple; up-cycling existing pieces to create new.
Known for accessories; Hermes continuously modernises the head scarf. With their new 2012 line of Indian inspired saris; the ethnic theme is explored whilst maintaining the concept of the headscarf: tie and wrap.
Alexander Wang included a variation of the head scarf in his 2012 Spring Summer collection. He paid tribute to its roots of rationing in its mesh form, linking to Wang’s sportswear theme. Ironically these were showcased at Paris Fashion Week; the very fashion capital that failed to acknowledge the utility schemes during World War II, choosing to continue with haute couture extravagance. Even the classic chain print often seen on scarves became a staple for the Dolce and Gabbana catwalk of Spring/ Summer 2012.
As a country in recession people cannot afford the flamboyant dresses; so to buy into a brand and experience a little luxury a versatile scarf is the way. The fact that something tiny can generate such a lot proves the importance; shown in how it remains Hermes most iconic item.
You would think that an item so closely associated with shortages and lack of wealth, would surely have died out by now. Yet it seems not.
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