Our installation focuses on memorializing the Women’s Strike for Equality that occurred on 5th Avenue in 1970. The march was an important mark in history for the growing popularity of second wave feminism, and of the end of women’s compliance with several sexist ideals in both the workplace and home. In our piece, we wanted to capture how new fashion and style in the late 60s and early 70s gave women a sense of freedom and control over their bodies, and personal sense of self and independence. We also wanted to include a bit of symbolism about New York City during the late 60’s-70s, how it was different here from anywhere else, and how the city allowed women to express themselves, as well as gave a sense of newfound creative freedom. To conceptualize all these ideas, we created a shop window, containing garments we created inspired by clothing from the late 60s and 70s. For the backdrop, we created a multi-media collage of images – repressive media material such as ads targeted towards women, slogans, bras and garters, etc., from the 50s and early 60s, that is then in a way engulfed, or over powered, by our own photos of the women wearing our garments. We’re hoping this will give the viewer a sense of freedom and wildness that wasn’t considered “appropriate” for women in the 50s, but that women in the 70s (after the march), were able to embrace, in their style in particular. For the shoot, we wanted to create a conceptual sense of independence that new fashion provided women in the early 70s as second wave feminism was gaining popularity. We wanted the shoot to contrast modern women and setting against the time period we were focusing on. The shoot attempted to capture both the symbolism of the garments we had created, and the feeling of the time period – one of a new independence, genuineness, and freedom. We also wanted to include some direct symbolism from the march, so some shots of the models include the iconic fist in the air pose that many women used during the march. Also included are some shots of a “bra burning”, since that was a big symbol during the time of liberation of women through fashion and style. Though some of the photos are more editorial to showcase the garments, we wanted the bulk of it to feel genuine, real, and full of feeling. We also included hand made picket signs that imitated the slogans and style of the signs used during the march. Our hopes for the piece as a cohesive installation is that they will teach the viewer about both style in the 1970s, and what it represented in American culture for women.
