Uniform Ideals

Abstract

This research documents the development of Motown Records’ clothing image, including how garments were selected, produced, worn, and cared for. The African American-owned record label did not overtly make political statements, and whether their visual presentation was a strategy to participate in or lead social-cultural conversations is undocumented; regardless, this impact happened through the perceptions the public had of their style. The uniforms of the performers were important to Motown’s impact and record sales. To create the Motown look, the label was faced with challenges such as establishing budgets for artists of varied success levels and choosing which fashion trends to follow, as well as appealing to demographically diverse audiences during the socially contentious era of the 1960s civil rights movement. This study used primary sources including interviews with musicians and stylists, museum clothing collections and exhibitions, and discussions with curators and collection managers, as well as a secondary review of literature.