The progressive and future-oriented 1960s saw a significant shift from bespoke haute couture to ready-to-wear fashion. These changes were driven by a variety of factors, including the post-war economic boom, which led to an overall increase in wealth, and the women's liberation movement, in which more and more women entered the workforce, earned their own money, and desired more practical, affordable, and fashionable clothing. The rise of youth culture with its desire for non-conformist fashion (as opposed to the traditional and conservative lifestyle of the older generation), the rise of pop culture, and the growing influence of mass media constantly brought about new trends and accelerated the fashion cycle. Technological advancements such as the development of synthetic fibers and mass production, as well as the transformation of retail structures from bespoke ateliers to department stores and high street boutiques, accompanied this transition.