Youthquake was a 1960s cultural movement that started in the streets of London by a new generation of young adults. The term was coined by Vogue's editor-in-chief Diana Vreeland in 1965. Youthquake involved music, pop culture and changed the landscape of the fashion industry. The movement is characterized by looking to youth culture and for a source of inspiration, taking dominance away from the English and Parisian couture houses and giving it to kids on the streets.
Emergence of Youthquake
With the massive market of "baby boomers" coming into young adulthood, this generation challenged the norms of the past and were successful due to their large population. Women's economic, sexual, and social independence is seen as a catalyst that caused the many to reject the idealized femininity of the 1950s. In England, the emerging generation was bored of the couture houses' conservative designs and instead looked to boutiques to reinvent their style. This was a time in society when teenagers were able to explore their own identities and had the freedom to push boundaries due to post-World War II conditions. The boutique saw the start of the London ready-to-wear industry as people flocked for mass-produced clothing at a lower price point than its predecessors.