Who were Mods?
This dominating for about a decade subculture came up in the end of the 1950s in Great Britain. Its characteristic features, which disproved fashion rules, were music and avant-garde stylings. It focused on differing from the older working generation, which were becoming better-off after the war. Mods dissociated themselves from the traditional value system. They dreamt of freedom and untroubled exciting life in a better world.
What was so special about them?
Modernism and fashion. Experimental music, rock&roll, modern jazz, beat and hard rock. Vespa and Lambretta scouters were the synonyms of prestige and social identity. Mods used to drive on them to work, a shop, a date or a concert.
Every member of the Modernist generation had an inseparable element of clothing – a parka jacket!
Despite the fact that the Mods didn’t get along with the standards, they also dicredited stiff existential stereotypes. They listened music very loudly. Thanks to the fact that they paid very big attention to their elegant look, they became some kind of fashion slaves.
Men were mainly inspired by Italian and French movie stars’ style. In the beginning, they used to wear chic, perfectly-fitted suits with a three-button fastening, plain white shirts, slim ties, leather shoes and dark sunglasses.
Together with the breakthroughs in this subculture, the more casual outfits became popular. Polo shirts, parka jackets, slim-fit pants, beige shoes and top jeans made by Levi Strauss (more about jeans HERE).
The Mods had to be up-to-date with their fashion which was changing every 10 minutes…
They wanted to confront the class divisions by showing that high fashion, expensive suits and luxury goods are for everyone. In general, they pursued a fashionable image at any cost. They were often driven by consumerism, reflected by the obsession of style, using sophisticated entertainment. They also acted like snobs. Moreover, they didn’t avoid clubbing and taking drugs.
An unquestionable influence on the end of the era of Mods had the quarrels between their internal subgroups, as well as the growing popularity of rockers, who used to live their lives with ‘carpe diem’ on their faces. They despised patterns and rules and dressed up sluttishly. Another thing that influenced the process was commercialization. It made many products widely-used, which meant less cool and uniteresting. Finally, the Mods’ time passed together with the start of the hippie Flower Power.
Great Britain was the birthplace of a trend which hugely influenced the world. It was quite short, but gave a strong impact on fashion. That’s why this sophisticated and pedantic style also provides inspiration today.