Methodist Ladies’ College in Kew celebrated its 135th birthday in 2017 with student ambassadors wearing various MLC uniforms from years gone by, including one from 1912.
This provided an interesting insight into the uniform changes from its turn-of-the-century dress code to its current, modern uniform.
Turns out school uniforms have turned into a branding tool for many private schools. From ABC News Australia.
19 February 2018
https://www.abc.net.au/news/2018-02-19/school-uniforms-luxury-branding/9412400
Eva Dobozy
ABC News AustraliaEvery year, as children make their way back to school after the long summer holiday, school uniforms seem to be debated in the media.
Why? Because uniforms are captivating: loaded with subliminal ideological messages about the wearer’s power and status.
We hear experts and parents talk about the advantages of school uniforms, such as safety, sense of community and less peer pressure.
Equally strong are the voices of opponents of school uniforms and again, experts are found to support their position, arguing school uniforms are a source of discontent and rebellious behaviour, that demotivate students and impose financial hardship on poor families.
But the school uniform advocates are also very aware of the branding advantage school uniforms bring.
While uniform advocates argue that they erase divisions between students, it’s not hard to see how they can enhance differences between “elite” schools and “regular” schools.
In the Victorian State Government Advisory Guide for the development and review of school uniform policies it is noted that uniforms enhance “the profile and identity of the school”.
Uniforms as branding
While not usually viewed as luxury fashion items, the humble school uniform can become a proxy for the reputation of quality that a school may wish to convey.Australian parents place strong emphasis on education, and although public schools can be associated with quality education, private schools are associated with exclusivity.
Hence, private schools may use the school uniform as a luxury brand identifier.
The private school sector is thriving: in 2017, only 65.6 per cent of children attended public schools.
In today’s age of heightened brand awareness and industry growth in luxury retailing, exclusive private schools are likely using their uniforms as marketing — although this may not be their primary purpose.
In effect, school uniforms can support the building of self-identity in students who may link their “luxury brand” uniforms to economic status and possibly pride.
As is noted on one of Curtin University’s webpages, “luxury branding is a valuable asset for any organisation that can be used to achieve a variety of positive outcomes”.
Some blaze their own trail
School uniforms have been worn in Australia since the late 19th century, when the nation’s colonial administrators sought to emulate the British school system. It’s clear from the longstanding debates that positions on school uniforms are firmly held and both sides are unlikely to change their minds.Nevertheless, parents and children are pressuring some schools to interrogate their uniform policies, and changes are happening.
One example of this is the number of schools implementing gender neutral uniforms.
Western Australia is the first state to update its policy to mandate — effective this year — that public school dress code requirements are “similar for all students and include gender neutral options”.
Other states will likely follow suit. But given the brand power of school uniforms, it is questionable whether we will see rapid change in private schools’ uniforms.
A challenge for schools
Schools and parents should be applauded for thinking critically about whether their uniform policy continues to serve the school community.Teachers and school administrators could interrogate the school’s mission statement and strategic priorities to see how the current uniform policy aligns with their values.
Through consultation and discussion, schools can determine a policy that meets the school community’s needs.
Eva Dobozy is an education researcher and associate professor in the Faculty of Business and Law at Curtin University.
In 2015 Avila College in Mt Waverley marked 50 years of educating girls with a Golden Jubilee celebration. In 1966 the girls wore a plain grey blazer and skirt with a light blue shirt. Today they wear a navy blue blazer and navy tartan skirt with a red jumper and white shirt.
Until 2004 Kilbreda College was known for their ‘candy striper’ uniform, featuring a summer dress with white, green and red vertical stripes, paired with a green blazer, red jumper, fawn socks and brown t-bar or laceup school shoes.
In 2014 Sydney’s Santa Sabina College turned 120 years old. To mark the occasion, a special picnic was held for current and former students, with a selection of uniforms from over the years on display.
Brown school shoes and fawn socks were once a common part of an Australian school uniform. The class of 1990 at Academy of Mary Immaculate were among the girls who wore them.
Today the girls at Academy of Mary Immaculate wear black t-bar school shoes with their uniform, paired with navy socks or tights in winter, and white socks in summer.
Academy of Mary Immaculate introduced their current school uniform in 2011. The previous uniform looked much the same but plainer: both the winter skirt and blazer were unadorned navy blue.
2010
This year, however, a comprehensive review of the AMI uniform identified the need to adopt a more contemporary uniform design, while respecting the Academy’s rich history and unique identity.
In consultation with the College community and being mindful of factors such as fit, comfort, durability, cost, fabric and design, a new uniform has been unveiled. It will have a modern design, while retaining the College colours of light and navy blue, yellow and white.
So 2010 marks the end of the ‘pinny’ era, as the College’s new arrivals in 2011 embrace change.
2010
Following consultation with all members of the Academy community, modification was made to the College uniform to ensure a more contemporary style. Year 7 2011 are the first group to wear the new uniform which will phased in over the next two years.
Click to access Uniform%20details.pdf
2011
The College has introduced a new school uniform for 2011. This uniform will be phased in over a couple of years. In 2011 it will only be available for Year 7 students and students new to the College. All other students will continue to wear the old uniform.
28th June 2013
I would like to congratulate the majority of our students who wear the Uniform well. There have been a number of questions regarding some aspects of the Uniform so I have included the College Policy on these items for your information.
Socks – There appears to be some confusion regarding the correct socks to be worn with the “new” Winter Uniform. All students wearing the New College Winter Uniform are to wear Navy College Socks or navy Tights. White socks continue to be worn by students in Years 10, 11 & 12 who have the Uniform that is being phased out.
16 May 2014
Socks – There appears to be some confusion regarding the correct socks to be worn with the “new” Winter Uniform. All students wearing the New College Winter Uniform are to wear Navy College Socks or navy Tights. White socks continue to be worn by students in Years 11 & 12 who have the Uniform that is being phased out.
29 May 2015
Socks – There appears to be some confusion regarding the correct socks to be worn with the “new” Winter Uniform. All students wearing the New College Winter Uniform are to wear Navy College Socks or navy Tights. White socks continue to be worn only by students in Year 12 who have the “Old” Uniform that is being phased out.
Back in the early 1990s the girls uniform at Wesley College looked a lot like it does today. A sea of purple. Purple blazer with yellow trim, purple jumper, purple tie, and a purple and grey skirt, paired with either grey tights or white knee socks, and t-bar school shoes.
In 1996 this uniform was replaced by a new look created by Prue Acton, which was then replaced in 2014 by the current uniform designed by Jonathan Ward.
In this day and age wearing a tunic to school is considered old fashioned. Most Australian schools have opted for a more modern look by including a kilt or skirt as part of their girls uniform. Mercy College Coburg is one of the last schools in Melbourne where girls still wear a tunic as part of their winter uniform.
In 2010 Melbourne’s Korowa Anglican Girls’ School turned 120 years old. To mark the occasion, girls from the school modeled a selection of uniforms from over the years, obtained from the school archives.
T-bar school shoes 