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TMD 402G The Future of Fashion
Business Casual
Andrea Hunt |
Summary by Karen Kaplan
In the 1990s, a more relaxed work dress began to evolve. Beginning with “casual Friday,” moving to “casual summers,” and now “everyday casual,” the buds of this trend actually showed themselves in the 1970s with an increase of women in the workplace. At that time, man-tailored suits were the order of the day in an attempt to blend in with “the old boys’ club.” However, this attire was not particularly flattering to a woman’s self-image, so the severe suit with a floppy bow tie did not last. To attract younger employees of the “jeans and sneakers” generation, businesses began to accept more casual attire, believing this would promote an increase in creativity and productivity.
Although difficult to define, business casual can perhaps be perceived as what it is not. Employees attempting to dress in business casual should avoid, for example, clothing that is wrinkled, sloppy, or too revealing. Suggestions for proper business casual attire include: mix and match classic casuals, solid colors (avoid loud prints), be sure to iron washables, and avoid denim. For interviews, a suit is still recommended unless the company is known to promote business casual. Even then, a jacket is still probably the best choice.
Despite the proposed increase in creativity and production in employees allowed to dress more casually, some disadvantages have been noted. For example, increases in flirtatious behavior and sexual harassment have been associated with a more relaxed way of dressing, as have sloppy work habits. Television shows such as Ally McBeal promote an image for professionals that is unrealistic in the business world.
Retailers have responded to the business casual trend by catering to employees searching for a more relaxed look. Stores such as Brooks Brothers, Land’s End, and Levi Strauss have capitalized on the trend, but even Target and Wal-Mart are better able to compete with the larger department stores and specialty boutiques.
This trend has decreased for the first time in ten years, however, and a movement towards dressing up appears to be occurring. “Dress-up Thursdays” have been promoted in some companies and will perhaps lead to a return to more formal attire for the workplace. Although the West Coast has different standards for casual dress than the East Coast, future trends in business dress will probably include a blend of casual and formal attire.