Life in Breizh: The Shift in Attire, the Push for War and the Removal of Cultural Identity 

(Above) Picture taken in 2000s, from the Pont-l'Abbé region wearing bigoudène coifs. 

Yet in the turn of the 20th century the war irreversibly damaged the tradition of wearing such clothing. Despite this, the women continued to dress throughout the First and Second World Wars, with a particular phenomenon of a certain coif named the bigoudène. During the Second World War the coif got taller, gaining an average of 1cm a year until in 1950, where the height reached 40 cementers. In comparison, the men lost their want to wear their traditional clothing. The increased contact with other French soldiers from different regions likely influenced the decline of Breton men adorning costumes. Before this many would have sewed and decorated their jackets and hats themselves. This activity was plausibly seen as feminine by others and thus discouraged. The war, as well as numerous publications depicting Breton men as barbaric, pushed the men to shorten their hair to seem more civilised. This was a drastic change from the long history of wearing their hair longer, as seen in the 19th century when it was worn down to, and often past, the shoulders. 

(Above) Painting of a Breton man, Rosporden region, in church by Jules Breton in 1872. 

However, the war also ignited a turn in Breton patriotism. Breton men were killed and wounded at a rate twice the national average, creating a sense of fear that the Breizhiz identity will be eradicated. Ultimately the war created a paradoxical shift in Brittany; there was a loss of culture but also a shift towards patriotism. Interestingly, women retained their cultural dress until the mid-20th century. The change occurred due to the immergence of fast fashion, with clothing becoming cheaper and easier to wash. Alongside this was the changing work patterns, with less time to devote towards making their own intricate clothing. 

Tourism as well turned the tide in the adorning of attire. Large bouts of tourists were directed towards Brittany for the exotism of native clothing, as very little traditional dress remained elsewhere so it became a spectacle for visitors. Tourism in Brittany became an integral part of France’s economy, with large amounts of money being gained in numerous ways. However, with tourist’s fascination with the clothing this soon became disruptive. The interference in ceremonies became a normality. The fervour of the tourists pushed Bretons away from wanting to wear the attire due to the unwanted attraction it gained. Whilst tourism did build up Brittany’s flagging economy, it also eroded the very culture it came to seek.