As will be clear, our analysis does not support the
mythology of the ‘baby boomers’ as a strategic generation,
or a cohort that pioneered cultural change. Rather, as they
have aged they have been drawn into changing historical
circumstances of the period; and their behaviour reflects
that. They have, of course, contributed to that historical
change, but there is no strong evidence that this has been
primarily driven by a generational habitus. Part of the
problem, as we have noted, has been the preoccupation by
the media with the idea of the ‘baby boomers’, encouraged by
fascination with the visual imagery of the sixties. In relation
to dress this has misled analysts into dating the
democratisation of fashion to an earlier period than is
actually the case. In reality it is only in the early
twentieth-first century that frequent shopping and fast
moving fashion were extended to the majority of the British
population. Older women are indeed increasingly engaged
with fashion in the early twentieth–first century, but in this
they are responding to the mood of the times and the
economic opportunities of the period, just like everyone else.
As will be clear, our analysis does not support the
mythology of the ‘baby boomers’ as a strategic generation,
or a cohort that pioneered cultural change. Rather, as they
have aged they have been drawn into changing historical
circumstances of the period; and their behaviour reflects
that. They have, of course, contributed to that historical
change, but there is no strong evidence that this has been
primarily driven by a generational habitus. Part of the
problem, as we have noted, has been the preoccupation by
the media with the idea of the ‘baby boomers’, encouraged by
fascination with the visual imagery of the sixties. In relation
to dress this has misled analysts into dating the
democratisation of fashion to an earlier period than is
actually the case. In reality it is only in the early
twentieth-first century that frequent shopping and fast
moving fashion were extended to the majority of the British
population. Older women are indeed increasingly engaged
with fashion in the early twentieth–first century, but in this
they are responding to the mood of the times and the
economic opportunities of the period, just like everyone else.
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