Advertisement of the first Jean woman, the Lady Levi’s jeans, September 1934


In the 21st century, we have a homogenization of clothing, for example through jeans coming from the USA. It has entered all societies, first in developed countries, and then in developing countries such as South Africa, or Japan. Men and women around the world wear it for every occasion, in their daily lives like going to work, or going to a restaurant. In fact, John has become popularized, even in societies such as India, or Japan, where traditions are very embedded in everyday life. The jeans have been a revolution in the world of clothing, practical, eshtetic, and cheap today, you can find at 20 euros. that’s why I chose to present this topic and this advertisement. I think this represents perfectly the global culture because everyone has this garment in their cabinet, which I, for that reason, have been interested in.

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