Abstract

The “Long Sixties” was characterized by a series of political and cultural revolts, which fundamentally changed Western democracies. In fashion, this led to an enhanced focus on youth and youthfulness, as well as to more juvenile and casual styles of dress. This article explores how the culture revolution of the 1960s influenced children’s fashion and led to a re-negotiation of children’s social status and rights. The analysis is based on a case study of a particular cultural and commercial actor, Nørgaard paa Strøget, who in 1973 opened one of the first fashion boutiques for children in Denmark. The article focuses on Nørgaard paa Strøget’s designs, buying policies and retail environment in order to highlight how the new shop was used as a platform for promoting a more progressive approach to children and their upbringing. The study is based on archival and promotional material supplemented by interviews, and draws on discourse analysis in its strategy for data collection and analysis. The article argues that the social upheaval of the 1960s led to a less hierarchical relationship between the generations, and suggests that fashion played an unheeded but important role in this leveling of the hierarchy of age.

摘要

“长六十”的特点是一系列的政治和文化叛乱，从根本上改变了西方的民主制度。在时尚界，这导致人们更加关注年轻和年轻，以及更加年轻和休闲的着装风格。本文探讨了 1960 年代的文化革命如何影响儿童时尚，并导致对儿童社会地位和权利的重新谈判。该分析基于对特定文化和商业演员 Nørgaard paa Strøget 的案例研究，他于 1973 年在丹麦开设了首批儿童时装精品店之一。文章重点介绍了 Nørgaard paa Strøget 的设计、购买政策和零售环境，以突出新店如何被用作一个平台，以促进对儿童及其成长采取更先进的方法。该研究以档案和宣传材料为基础，辅以访谈，并在其数据收集和分析策略中利用了话语分析。文章认为，1960 年代的社会动荡导致几代人之间的等级关系减弱，并表明时尚在这种年龄等级的拉平中扮演了一个未被注意但重要的角色。