Revolution In Men’s Fashions (Press, 8 January 1970)

In Christchurch, a significant shift in male fashion is taking place, influenced by what has been termed the “peacock revolution.” This movement is characterised by a departure from traditional, conservative men’s attire towards more flamboyant and self-expressive clothing, reflecting a growing trend among young men under 25. The change transcends age, with older generations also showing interest in bolder styles, indicating a broader liberation of male vanity. The evolution of men’s fashion in New Zealand has seen an increase in vivid colours and playful styles. This transformation has roots in the influential Parisian designer Pierre Cardin, who sought to revamp male attire, feeling uninspired by the conventional male image. His innovative designs included Indian sari-silk lounging pyjamas and paisley silk slippers, becoming popular with the help of pop groups like The Beatles and The Rolling Stones, who helped make items such as flowery neckties fashionable. In Christchurch, Mrs Alma Church, a grandmother who manages the men’s boutique “His Lordship’s Bazaar,” champions this change. With her extensive experience in the fashion industry, she asserts that the evolving men’s styles deserve appreciation beyond the label of being merely extravagant or silly. Mrs Church emphasises that modern men are now open to exploring fashion choices that allow them to express themselves. She remarks on the value of well-dressed men, noting that women appreciate men who also take care in their appearance. Her team member, Mr John Webb, reflects that the clientele is diverse, with older men purchasing bold shirts for various occasions, challenging stereotypes about who engages with new fashion trends. Sales in the boutique reveal a strong interest from not only young men but also women, who are buying unisex and extravagant items, including nightshirts often gifted by female family members. According to Mr Barry Ward, manager of another fashion retailer called “The Vault,” there is a growing acceptance of brightly coloured shirts paired creatively with ties, moving away from the traditional turtle-neck formal shirts. The styles feature ruffles, floral designs, and are often accompanied by flared trousers and colourful accessories. Three-piece suits are gaining popularity, priced affordably within a range that allows for experimentation with colours and patterns. Overall, the changing landscape of men’s fashion in Christchurch signifies a move towards greater individual expression and an embracing of vibrant styles. With women traditionally putting effort into their appearance, the idea of men reciprocating this effort through their clothing choices is gaining traction, fostering a more equal approach to fashion between genders.

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