There's a gold rush underway. Medals. Beer.
Most of us have watched Sean Connery reveal his famous penchant for "shaken, not stirred" martinis in the James Bond flick, Goldfinger, yet ever since Canada's Women's Hockey celebrated their Olympic victory with a beer party on ice, cocktail culture has been going through some equally intense moments.
Hence, when it comes to dressing for the apres-Game happy hour, the Hudson's Bay Co. has been creating more than a stir in the mix. Indeed, Canada's own design dynamo, Tu Ly, goes for gold with his resurrected hand-knit sweater featuring an elk and maple leaf. And he scores with the Canuck pedigree still intact.
But before you scream "Get thee to a brewery!" I urge you to scroll and read the ever-evolving history of golden cocktail moments.
It all began in 1926 when Gabrielle "Coco" Chanel shook-up the fashion world with her "little black dress." With its modernist austerity and streamlined silhouette, the versatile dress soon became a key ingredient of a woman's wardrobe, turning Coco and her LBD into cocktail icons.
But, alas, the depression managed to dampen the era's spirit. As cocktail parties drifted from the public realm and became private affairs, day-into-evening dresses were introduced by American designers. This new cocktail trend was quickly picked up and made popular by Hollywood screen stars like Greta Garbo and Mae West.
The cocktail hour during the '40s witnessed an influx of body-revealing styles as hemlines shot up and necklines inched down. Art Deco was at its height and women, it seemed, could barely get their fill of sequins and rhinestones. Christian Dior was the first designer to give his lavish party frock a beverage label. Dior's "cocktail" dress remains ubiquitous, being the only apparel to be named after a drink.
By the early '50s, cocktail attire had saturated mainstream culture. Full skirts and plunging necklines were the order of the day. Three-piece suits and dress and coat ensembles in muted cocktail hues with dyed-to-match shoes and bag began to surface, and mixed drinks with names like "Shady Lady" and "Fallen Angel" quickly became a part of the mix. Music also played a major role in the cocktail hour. The Cha-cha-cha was always more elegant with a martini in a matching gloved hand.
The early '60s was the era of the classic cocktail dress, personified by Audrey Hepburn in the film Breakfast at Tiffany's. By the mid-'60s, other trends were entering the mix. Carnaby Street and Op Art fashions made a significant splash in the Western world. A surge of micro-mini skirts and dresses redefined fashion in the cocktail world. Psychedelic patterns gave cocktail dressing a spirited twist.
Cocktail attire continued to evolve dramatically during the '70s. Undertones of "active wear," which first appeared in the April 1977 issue of Vogue (featuring Farrah Fawcett wearing her favourite NIKE sneakers), began to trickle into the cocktail hour. (And who could forget the sight of Diane Keaton, as Annie Hall, sporting an oversized cardigan and toting a briefcase everywhere she went?)
By the end of the '70s, discos such as Studio 54 in New York City had become the new meccas of cocktail culture. Andy Warhol elevated cocktail attire by turning cocktail-sipping fashion mavens and models into veritable superstars.
The rise of punk bands like the Talking Heads and Blondie in the early '80s bubbled-up some of the most bizarre sartorial mixes - the little black dress combined with Doc Martens boots. Coupled with the fitness craze, our simple little black dress suddenly looked ready for a sports bar.
Which sends me speeding back to our Olympian beer bash and style star Tu Ly's signature sweater. Like boutique beer, the trendy knit shows no sign of slowing down. Oh... did I mention it retails for $300?
Victory is never cheap.


