Dedicated followers of fashion: peacock fashion and the roots of the new American man, 1960–70

Abstract

This article explores the peacock look in men’s fashion in the second half of the 1960s and the ways the style helped to reinvent the identities of white, middle-class, middle-age men. Peacock style shifted the emphasis from men’s careers to their self-constructed leisure identities, especially their sexuality. Peacock style also became part of what Thomas Frank characterizes as hip consumerism, that is, the desire to appear trendy and unique rather than to fit in.

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