It is possible to trace major trends reigning in the world of fashion as well as in other spheres of people’s lives. The fashion industry has been chosen, as it has already become an indispensable part of people’s everyday activities. It is possible to examine the way gender identities developed during the middle of the 20th and 21st centuries.
The post-war period is characterised by a specific attitude towards people’s bodies as well as their identities. The accepted norm was a natural, capable and strong body (Creadick 22). It is noteworthy that standards for male and female bodies were quite similar, as it was essential to be healthy and look healthy. It is also important to add that that kind of body was a result of certain lifestyle. People were not concerned (at least, focused) on development of specific shapes. They were rather concerned with living the right life. Importantly, the trend was common in many countries. People tried to maintain a balance in their lives. They were active and industrious.
Numerous posters, postcards and ads depict strong capable men and women. Film stars (in all countries) can be regarded as examples of such people of the post-war society. It is necessary to add that films reflected (as well as formed) the way people’s gender identities developed. There was a particular role (or even predestination) played by each person who knew (or, at least, tried to accept) his/her part. People knew they had to invest their powers to contribute to the society.
This trend can be explained by many factors but the most important one was the political and social agenda of the societies. People just lived through the deadliest war and they were building a new and better world free from dictatorship (or opposing certain political and economic systems). Thus, the USA and Western European countries were