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The Swedish School of Textiles

Martin Behre

Project 1. Zeitgeist 2017


This assignment is about observing the dominant spirit of the times using Nystroms framework for
observing the Zeitgeist. It is also a good way to sensitize yourself to the concept spirit of the times. Once
familiarized with the decades 1900-2000 you will more easily understand the historical aspects of fashion
and gain insights into how the past serves as an inspiration to some trends in fashion. Use the book
Fashion Forecasting by E. Brannon to support your teams research into your decade.

The Team Assignment: Mapping the Zeitgeist of a decade


In groups of 6 students, your assignment is to map a decade from 1900-2000 in order to study it in a
structured manner. The main objective of the assignment is to map the dominating events, ideas, social
groups, attitude and technology- not forgetting aspects of fashion and design such graphic styles, logos,
fonts, images, colors, patterns and so on.

The written text should explain the main concepts used, with references to not only the course literature
but to other relevant sources. Justify your choice of imagery and explain the spirit of the times you have
chosen to portray. Exemplify the fashion of your decade and name important designers

The Presentation
Use your fashion photography skills, video and knowledge of image manipulation to create a presentation
using a timeline and pictures to tell the story of your decade using images.

Your report must also include an outline/time line of the significant events of the decade.

The written text should explain the main concepts used, with references to the literature and other
credible sources.

Deliverables
Written report
Inspirational images
Time line
Most significant designers
Written part 1-2000 words, 12p, single spaced, Times new roman

Deadline: Must be included in the fashion communication report as a separate chapter.

The Presentation
Your zeitgeist deliverable must be used as input in your brand communication report and exhibition.

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