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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, clothing played a significant role in both daily life and cultural expression in Jinan. From the post-World War II era, when clothing was simple and functional, to the vibrant styles of today, the evolution reflects broader societal changes. Back in the 1950s, Jinan residents primarily wore monochrome garments—gray tunics for men and blue dresses for women. Fabric was scarce due to economic constraints, and clothing was often handed down within families.
Li Lingcheng, now 78, recalls his youth when he worked at the Jinan Commercial Port. He vividly remembers how limited choices were, with fabrics like "Pisces Blue" and "Ssangyong White" being among the most popular. These materials were reserved for practical garments, and luxury items were rare. High-end tailoring was accessible only to the wealthy, while common folk relied on local markets for basic attire.
The Cultural Revolution brought about a uniform aesthetic characterized by military-style green outfits. This trend persisted across the country, including Jinan, where green became synonymous with fashion. Despite the austerity, some managed to express individuality through subtle variations in uniform styles.
Following the reforms in 1978, Jinan witnessed a dramatic shift in fashion. Bell-bottom pants and vibrant prints from southern cities quickly caught on. By the 1990s, branded clothing had gained acceptance, with malls introducing international labels alongside domestic brands. This decade also saw the rise of wholesale markets catering to budget-conscious consumers.
Entering the 21st century, Jinan’s fashion landscape exploded with diversity. The focus shifted towards quality and style, with people embracing everything from formal wear to casual streetwear. Online shopping further democratized access to global trends. Today, the city buzzes with sartorial creativity, reflecting Jinan's dynamic transformation into a cosmopolitan hub. Walking its streets, one sees a kaleidoscope of styles, illustrating how much the city—and its people—have evolved over the past decades.