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60 years of garment change in Jinan "full of gray eyes" to "fashion green"
In the latter half of the 20th century, fashion in Jinan underwent dramatic transformations, reflecting broader shifts in society and culture. Back in the 1950s, clothing was largely utilitarian, dominated by grayscale tones—gray tunics for men and blue Lenin-style dresses for women. Fabric scarcity meant limited choices, and during tough times like 1961, the allocation of clothing was extremely restricted. High-end fabrics like silk were rare, and even renowned stores like Rui Xiang struggled to sell them.
The cultural revolution brought its own fashion trends, with green military-style uniforms becoming ubiquitous. Despite the monotony, the era left a distinct imprint on the city’s aesthetic. By the 1980s, however, things changed dramatically. The winds of reform and opening-up brought vibrant colors and styles from the South. Bell-bottom pants, bat-shirts, and suits quickly caught on, with Jinan’s emerging vendors catering to this newfound demand. This decade also marked the beginning of brands gaining recognition, with international labels arriving alongside local designers.
The 1990s witnessed further evolution. Department stores like Ginza and Guihe introduced luxury brands, making high-end fashion accessible to the growing middle class. Meanwhile, wholesale markets catered to those seeking affordable options. This period saw the rise of wool, cashmere, and leather garments, signaling a shift toward quality and comfort.
Entering the 21st century, Jinan embraced a diverse range of styles. From formal attire to casual wear, the city’s wardrobes reflected individuality and global influences. Designer brands gained popularity, and online shopping expanded the market. Today, whether strolling through malls or browsing street vendors, residents enjoy a spectrum of choices. The transformation of Jinan’s fashion mirrors the city’s economic growth and cultural dynamism, creating a lifestyle that’s both vibrant and varied.