Structure

zeitgeist 
theory
, 
a German word meaning „spirit of 
the times‟. Based on the framework developed in 1928 by American economi
st 
Paul Nystrom, some examples of fashion reflecting socio- cultural and political 
effects of zeitgeist are briefly discussed: 
i.
Dominating events - 
There can be three kinds of dominating events: (a) 
significant events (e.g. simple, non-luxurious clothing during wartime); 
(b) accidental events of significance (e.g. discovery of Tutankhamen‟s tomb 
in the 1920s led to motif designs of Ancient Egypt was a major influence on 
the Art Deco style); and (c) art events (e.g. the close relationship between 
Pop art and fashion in the 1960s). 

---

ii.
Dominating ideals – 
Patriotism (e.g. casualwear with army uniform 
references), gender equality (e.g. androgynous fashion), connection 
between fitness beauty and youthfulness (e.g. activewear, athleisure 

---

Elements of Design 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
1.
Why does fashion change? 
……………………………………………………………………………………
……………………………………………………………………………………
……………………………………………………………………………………
……………………………………………………………………………………
……………………………………………………………………………………
……………………………………………………………………………………
……………………………………………………………………………………
……………………………………………………………………………………
……………………………………………………………………………………
……………………………………………………………………………………
………………………………………………………
2.
What is Zeitgeist? In what ways does it cause changes in fashion? 
77
fashion), multi-cultural society (e.g. co-existence of Western and 
indigenous fashions at a particular point of time). 
iii.