1960-69
Autor: Design60's | Publicado: 2012-06-08T12:02:00-07:00

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Na Década de 60, os indivíduos nascidos durante o baby boom do
pós-guerra haviam crescido e formado um novo e poderoso exército de
consumidores. Tornavam-se adultos numa época de otimismo e autoconfiança inigualável
e incontidos: a guerra e a austeridade do pós-guerra haviam acabado; os homens
viajavam pelo espaço e logo iriam chegar à lua. Assim começou a rejeição ao
modernismo, considerado incapaz de atender às demandas desse ávido exército de
novos consumidores desejosos de mudanças e variedade em vez de permanência e
uniformidade. Desejavam, sobretudo um visual que pudessem chamar de seu, que se
distinguissem de seus pais e reforçasse o abismo que se ampliara entre gerações
do pré e pós-guerra.



Os fabricantes reconheceram rapidamente o poder de compra da população
adolescente e começaram a criar produtos visando especificadamente o mercado
jovem. Uma combinação de novos materiais, formas, tecnologias e cores. todas as
áreas de design foram afetadas: na indústria de automóveis;&nbsp; na
moda, o advento da minissaia; e no mundo gráfico, Wes wilson criou pôsleres
praticamente ilegíveis.



Os movimentos jovens fervilhavam, cada um com música, vestário e visual
próprios. Um deles, psicodelismo, teve vida curta, mas incandescente, e foi
muito influente. Os designers psicodélicos da época rejeitavam o
modernismo como algo fora de moda. Enquanto o modernistas olhavam apenas para o
futuro em busca de inspiração, o psicodelismo olhava para todos os lugares.



No mundo da moda, um dos maiores nomes é o de Mary Quant. Rejeitando a haute
couture, Mary direcionava seus designs aos jovens e produzia rupas baratas
e divertidas. Ela continua sendo lembrada como a responsável pela introdução da
minissaia e pela liberação sexual na Inglaterra. A era espacial continuava a
influenciar a moda, e os designers criavam trajes com materiais
futurísticos, exemplificados pelos ternos de "prata em folhas" de
Courrèges.



A moda e a arte exerceram forte influência sobre o design dos produtos, e
nenhum movimento artístico causou maior impacto sobre o design comercial
do que a arte pop. Na Europa, os designers italianos haviam
assumido a liderança no cenário internacional, e muitos reconheciam a
influência dos artistas pop em seu trabalho. Esse designers
italianos radicais, por sua vez, influenciaram os pós-modernistas das décadas
seguintes.