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Re-think, Re-generate, Re-envisagefashionable sun-safe apparelBROUGH Dean1, BALDWIN Louise2Dean BroughCreative IndustriesSenior Lecturer (Fashion)Course Coordinator (Fashion)Queensland University of Technology

Alexander McQueen (Spring) 2009

Rudi Gernreich Topless (first monokini) circa 1964

Clothing Fashion

Norms of behaviour/beauty

dick togs... they still have a placethe sun bronzed Aussie enjoying the outdoor lifestyle symbolizes a distinctive part of being Australian (Bell 1992)

until the early 20th centurysun tanned skin was viewed as indicative ofworking class farmers and outdoor labours

extreme paleness was prized - lead based concoctions used to create pallid complexions

fair skinned associated with wealth,nobility and viewed as desirable(Keesling & Friedman 1987)

Tennis Team 1928uptake of leisure activities, cycling, golf, tennis, holidays

1920s advertisement Vogue proclaimed The 1929 girl must be tanned A golden tan must be chic

14 In the 1920s, Coco Chanel championed the idea that sun tanning was glamorous

Vogue July 1, 1932 cover.

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Lelong bathing suits 1929

Bondi beach1930

C1930sBy 1950s sun tanning was enmeshed in Western society

Tan was a sign of good health

1953 Coppertone advertisement

1960s

1970s

1980sSummer of 1981/1982 Cancer Council of Victoria introducedSlip! Slop! Slap! Campaign Sid Seagull

Seymour the Snowman campaign & Me no Fry campaign summer 1990/1991

Successful program Australian beaches with the majority of children under 10 will be seen with rash shirts and hats (McCarthy 2004)

At this point, most children under 10 are not as directly influencedby the sway of fashion, as parents have control

Adolescence is recognised as the mostvulnerable periodfor high sun exposureSchofield et al. 2001NSW Health Department and Cancer Council 2001, Dobbinson et al. 2005

Australian adolescents are consistently found to have good knowledgeof sun protection Broadstock et al. 1996, Livingston et al. 2003

Adolescents are consistently found to exhibit low levels of sun protection behaviour(Summerville et al. 2003, Dobbinson et al. 2005, McCarthy 2004)

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Peer pressure with the need to conformwas a higher influencing factor than sun protection (Lupton et al. 1996, Livingston et al 2003, Paul et al. 2008)

Adolescents expression of identityis largely through the clothing they wear (Balet 2006)

Clothing is the most suitableand understated medium to protect against UVA and UVB(Melody et al. 2006)

Promoting clothing as sun protective may compete with social and fashion trends(Dixon et al. 2008)

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Need to promote fashion first it just happens to be sun safe as well

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Modern Modesty stealth approach to sun safe design education

design + science + Communication

Design Resolution heat build up

design

Heat build up huge issue

Transformable adaptable apparel addressing spontaneity

Co branding e.g. Zimmerman + Cancer Council ?

design

Co branding performance wear

design

Retailing opportunity

design

Textile innovations

science

Alternate Channels

communication

Fashion blogging

Fashion media/editorsRashies get stylish and sexy with new range of sun-smart swimwear...ANOOSKA TUCKER-EVANS (fashion editor) THE COURIER-MAIL

Alternate Channels (stealth)

communication

Alternate Channels

communication

Gold Coast Swimwear Fashion Festival sun-safe design awardAssessment is based on UVR transmission of fabric only, not the design and suitability in relation to usagesun, salt, lifestyle etc

UPF textile rating only part of the story