women, who played traditional home-making roles, the story was a bit different.
They showed their beauty through displaying elaborate belts on very slim waists
that were acquired as a result of girdles worn around the waist from childhood.
This can be related to the modern day fashionistas who sometimes starve them-
selves of food and undergo other forms of pain to appear thin and fashionable.
The Cretan era led to the early Greek civilization of the 4th and 5th
centuries BC, whose society showed more attachment to luxury fashion. This
period also witnessed the progress of politics, history, philosophy, maths,
science, geometry and medicine. Its fashion representation was therefore a
reflection of intellectual judgement and an indication of an individual’s level
of education and upbringing. It was also in this era that men and women’s
fashion gradually became separated. Women’s dressing became feminine and
elegant through style and fabric choice, while men’s fashion became more
structured and masculine. The luxury dimension of fashion was shown
through the heavy use of jewellery to indicate the wealth of the wearer.
Appearance and grooming were important aspects of this society and the
beauty sector was also well-developed. As early as the 4th century BC, make-
up and cosmetics ranging from eye colours to foundation and lipstick were
widely used by women. Also, make-up application techniques like the circu-
lar fingertips movement on the face, used by today’s dermatologists, were
introduced in this period. Moisturizers made from local ingredients were also
used by day and masks were applied by night. Perfumes were also fabricated
using the best scents and oils such as violet and myrrh. Each type of fragrance
had a symbolic representation and was only applied to the appropriate and
specific part of the body. Also, there was a special method for body-hair
removal and hairstyles, especially for women, were also given great attention.
Both men and women used massages and other therapeutic means for well-
being and the men also exercised to stay in shape. These examples show that
the society appreciated luxury living and beauty.
The Etruscan and Roman fashion influence (800 BCto AD476)
The Etruscan Empire found in today’s Tuscany region of Italy existed
between Venice and Po and also included the present Rome. This empire was,
however, eventually conquered by the Roman Empire.
This society was unique and maintained an independence from Greek and
Asian cultural influences in its political, government and social development.
The empire was rich in gold and its society portrayed luxury and beauty
through the use of gold. Etruscan aristocratic women flaunted their status with
heavy jewellery and somewhat introduced the modern bling-bling fashion
style currently prominent in the United States. Make-up and cosmetics also
played a key role in the fashion of this period.
chapter 2 17the history of luxury fashion branding