A pair of colourful floral shorts

With Singapore embarking on a rapid industrialisation programme from the 1950s to the 1960s, more women began to join the workforce. Employment meant that women developed the earning power that would make them an important group of consumers for beauty and fashion products. Their sartorial choices were also increasingly influenced by global trends. For instance, shorts and hot pants became fashionable during the 1960s and 1970s, as in Western countries.