Aside from regimental and clan usage, tartan has seen broad (and sometimes highly politicised) use by the general public in the modern era. By the 19th century, the Highland
romantic revival, inspired by
James Macpherson's "
Ossian" poems and the writings of Sir
Walter Scott, led to wider interest in tartan and other things felt to be
Gaelic and
Celtic. Clubs like the
Celtic societies welcomed
Lowlanders, and tartan was rapidly
appropriated (and part of broader British dress as a familiar
exoticism).
Late Georgian The period of widened public interest in tartan and Highland dress after the repeal of the Dress Act in 1782 has been called the
Highland Revival. an era in which prominent conflicts caused a patriotic influence of military (including Highland) style on civilian clothing, even among women despite its overtly masculine focus. became a romantic, mythologised (even fictionalised) and colourful
escapism The bloody
French Revolution of 1789–1799 had also helped inspire a British setting aside of old
Stuart and
Hanoverian rivalry. Before the clan tartans rush began in 1815, tartan was already being aggressively marketed to the general public as "fancy" cloth with names that commemorated famous events and people, even fictional characters from books and songs, e.g. "
Waterloo", "
Flora MacDonald", "Sir Walter Scott", "
Wellington", "
Maggie Lauder", and "
Meg Merrilees". This inspired a novel perception that tartans should be named. Some of the designs by leading weaver Wilsons of Bannockburn by this period were considered recognisable on sight. In 1822, Maj.-Gen.
David Stewart of Garth, who was with both the
Highland Society of London and the
Celtic Society of Edinburgh, Aside from tartan fabric's increasing use in non-Highland styles of clothing, Highland dress itself had already become highly stylised, quite removed from the simplicity of its peasant origins; this was a trend that would continue throughout the later Victorian period.
The King's jaunt in tartan ''.
David Wilkie's idealised depiction of
the king, in full
Highland regalia, during his visit to Scotland in 1822. The popularity of tartan was greatly increased by the royal
visit of King George IV of the United Kingdom to Edinburgh in 1822, with other nobles including
Lord Mayor of London Sir
William Curtis, in Highland garb. George was the first reigning monarch to visit Scotland in 171 years. The 21 days of festivities were organised by the Jacobitism-romanticising but staunchly unionist in "complete national costume". and another as a "plaided panorama". (equipped at great expense, and with only about a month's official notice), in a city overflowing with Highlanders, Lowlanders, and English spectators decked in tartan, (or the region's bands of mountain bandits, for that matter). George IV's visit – which was not just theatrical but thoroughly political, in marrying Hanoverian power and loyalty to Stuart ideology and pride – has been described in by
Angus Calder (1994) as the catalyst by which "a Union of practical convenience became a Union of irrational love and fears, sublimated in militarism, tartanry, royalism and, eventually imperialism". R. Martin (1988) added: "it would seem that this visit presages the acts of orchestrated political propaganda that we have come to know very well in the 20th century." and the number of available tartans increased tenfold; in 1822, Wilsons' pattern book had numbered setts in the hundreds, and introduced many more with proper names. Books which documented tartans began to appear and added to the "
tartanry" craze.
James Logan's romanticised work
Civilian spread From the 1820s, Georgian and then Victorian portraiture of clan nobles continued the earlier theme of regimentally re-styled Highland dress, with jewels, gold, and other symbols of aristocracy – a "synthetic Gaelicism". The funerals of
Sir John Macgregor Murray and
Alasdair Ranaldson Macdonell of Glengarry, in 1822 and 1823 respectively, were marked by tartan,
bagpipes, and "wailing" of clansmen – "a feudal sight in an increasingly industrial age". A large public tartan affair was the 1824
Atholl Gathering and tartan and Highland garb "moved from the periphery to the very center, accompanied by all the processes of forgetting and imaginative re-creation". Tartan, no longer the everyday traditional dress of Highland "barbarians", had become, in altered form, all the rage among the Scottish upper and even middle classes as formal attire. This popularisation of tartan increased its marketability in the Lowlands, in England, and in the colonies, and provided a boost to the Scottish textile industry. in the French periodicals
Le Prétexte (1815) and
Costumes Parisiens (1826); tartan was in vogue in Paris in particular in this period, and approximations of Highland soldiers even appeared in Parisian plays at the time. Tartans associated with family names became popular, but there was also a brisk trade in new tartans commissioned for societies, to commemorate events, in honour of famous persons, and designed simply to personal aesthetic taste. Manufacturers struggled to keep up with demand. was keenly interested in exploiting the civilian market, due to a reduction in regimental demand, and introduced many more patterns, providing cloth in various grades. By 1820, the company had access to 132
looms; they experienced a four-fold increase in output in 1821, leading up to George IV's visit, In 1829, a merchant wrote to Wilsons that "We are like to be torn to pieces for tartan; the demand is so great we cannot supply our customers", and there was great demand for the newest patterns. Visitors to the Highlands went home with tartanware, and Scotland-based businesses sent tartanware out as gifts to customers. Some of the more popular tartans used were the
Stewart,
MacDonald,
MacGregor,
MacDuff,
MacBeth, and one fancifully named "Prince Charlie". Today, tartanware is widely collected in England and Scotland. There was a symbiotic relationship between tartanware production and interest in tartans generated by books on the subject: a tartanware manufacturer from 1820 onward was W. & A. Smith, of
Mauchline, also incidentally the publishers of
Authenticated Tartans of the Clans and Families of Scotland (1850).; tartanware was sometimes more specifically called Mauchlinware.
Victorian Leading up to the beginning of
Queen Victoria's reign in 1837, tartan was a brisk trade in London, Manchester, and other English cities and towns. In 1839, the
Eglinton Tournament, a
medieval re-enactment featuring
jousting and a
ball, was organised in
North Ayrshire by
Archibald Montgomerie, Earl of Eglinton; it drew some 100,000 spectators, who had been asked to attend in plaids, and included
George Murray, Duke of Atholl, arriving with an entire regiment in tartan, his newly re-formed
Atholl Highlanders (which still exists as Europe's last remaining private military force). , 1825. The
Highlands were being cleared of native people, for deer hunting preserves and sheep pastures.
Vestiarium Scoticum The first publication showing colour plates of an array of tartans was the
Vestiarium Scoticum (meaning 'wardrobe of the Scots'), published in 1842, The
Vestiarium was followed by their equally dubious
The Costume of the Clans in 1845.
The Queen and "Balmorality" Twenty years after her uncle's royal visit to Scotland, Victoria and her husband
Prince Albert made their first trip to the Scottish Highlands in 1842; she was the first monarch to set foot in the Highlands since
Mary, Queen of Scots, in the 16th century. The visit involved her large royal party being met with several theatrical tartan-kilted welcomes by Highland nobility and their retinues, with much sycophantic newspaper fanfare (while the common people were experiencing considerable misery); the Queen wrote: "It seemed as if a great chieftain in olden feudal times was receiving his sovereign". The monarch's early trips to Scotland were seen as a royal endorsement and had a transformative effect on the image of the country, as a now-loyal land of tartan,
pipers, and kilted martial display. Victoria and Albert leased
Balmoral Castle, in
Aberdeenshire, in 1848 (and bought it in 1852) as a private royal
demesne and hired a local architect to re-model the estate in feudalised
Scots baronial style, starting a "sham-castles" trend. Prince Albert personally took care of the interior design, where he made great use of tartan. He used the royal Stewart (red) and the hunting Stewart (green) tartans for carpets, while using the dress Stewart (red and white) for curtains and upholstery. They even decorated their
carriage with tartan. Their adoption of a showy form of Highland dress inspired adoption by subject "who would have previously left Highland dress to the festivals of the Scots." and in doing so hosted "Highland" activities. Victoria was attended by pipers, and her children were attired in Highland dress. Prince Albert himself loved watching the
Highland games and the pair became patrons of the
Braemar Gathering. (Support from and attendance by various nobles may have helped preserve such events to the present, but it also "tartanised" them permanently, all the way into the 21st century.) The royal enthusiasm for and patronage of Highland things generated more
early tourism to the Highlands, and a boost to business in the region as far as
Perth and
Edinburgh. It also spread tartan-wearing to other northern British lords and ladies, who began to invent complicated etiquette rules of dress for Highland garb, which had the effect of increasing the sense that it was upper-class attire. Tartan, though a "pseudo-
Caledonian masquerade", had become "the stuff of loyalty to the crown", with "a spurious royal and aristocratic cachet". This royal promotion was also noted abroad, with the effect that tartan became one of the widest-recognised
cultural-identity symbols for the entire British country. Despite their considerable devotion to charity (up to 20% of their
Privy Purse income), Victoria and Albert, along with their friends in the northern gentry, have been accused of using their "Balmorality" – a term coined by
George Scott-Moncrieff (1932) to refer to upper-class appropriation of Highland cultural trappings, marked by "hypocrisy" and "false sentiment" – to trivialise and even fictionalise history. According to Fiona K. Armstrong (2017), they engaged in long-term, tartan-blanketed escapism from the uncertainties of modernising, industrialised society and from pressing British societal problems, while worsening those problems in the actual Highlands. The Highlands during Victoria's reign also became more accessible by road, rail, and boat. and for expansive deer-hunting preserves. Scots were also largely disenfranchised from voting, and the Highlands were running out of young men, in great regimental demand to fight and die in foreign wars for the empire, and many emigrating otherwise, with Victoria and Albert directly patronising
emigration societies. Nearly 2 million Scots moved to non-European destinations during the Victorian era (more than half the native-born Scottish people of the period), and took a measure of Highlandism with them – "many of the generally understood images of the Highlands were held to be 'real' by people at the time". This would have strong tartan-promoting results among the
Scottish diaspora later; Scarlett (1990) calls it a "tartan hunger that has been abroad from late Victorian times to the present day".
Ripple effects Thomas Babington Macaulay wrote in 1848 of the romantic reinvention of Highland customs as somehow Scottish: "Soon the vulgar imagination was so completely occupied by
plaids,
targets, and
claymores, that, by most Englishmen,
Scotchman and
Highlander were regarded as synonymous words." In 1849, Sir
John Graham Dalyell asserted that "forty years ago no reputable gentleman would have appeared in a kilt in the streets of Edinburgh." Scott-Moncrieff (1932) likewise wrote of tartans being "misconceived" and worn all over Scotland (and even England) in the Victorian era as a part of the Queen's influence. Increasingly urban Scotland was putting on a "rural face" (a trend that would continue with "
kailyard" literature). Tartanry and Highlandism were popular in part as a counter to a sense (especially among the aristocracy) that Scotland was losing its separate national identity in the Georgian to Victorian era, being ever more
Anglicised as just "North Britain" amid empire-wide modernisation. 's 1866 portrait of a
MacLachlan, a
Graham, a
MacFarlane, and a
Colquhoun, for Victoria's
Highlanders of Scotland book project. In an 1849 letter to a publisher about a planned second edition of
Vestiarium Scoticum, John Sobieski Stuart noted that tartan had become "extensively worn and manufactured" on the continent, as far away as France, Germany,
Bohemia, and Hungary; he also expressed an interest in working directly with tartanware and tartan book makers W. & A. Smith of Mauchline. The same year, the Duke and
Duchess of Atholl (whose entire estate was prescribed tartan livery) hosted a Highland-dress affair in London, the
Royal Caledonian Ball, the first known charity ball (still a sold-out annual event today). The 1859 opening of the massive
Loch Katrine waterworks (to pump fresh water to
Glasgow, running out of
well water) was attended by Queen Victoria, with the Atholl Highlanders (cannon in tow), the Celtic Society of Glasgow, and an
honour-guard unit called the Glasgow Volunteers putting on a tartan- and piper-laden display for the newspapers; it was a confluence of modern engineering and romantic–patriotic tartanry. When the Prince Consort died in 1861, Victoria commissioned a tartan-kilted statue of Albert at Balmoral by
William Theed. According to Jonathan Faiers (2008), Victoria had actually intentionally made tartan more popular for the benefit of the British textile industry. By the 1860s, tartan was not only as popular in London as in Scotland, leading weaver Wilsons of Bannockburn produced £80,000 of product per year, and employed 500–600 people. (It amalgamated with another of the family businesses, a carpet-weaving operation, in 1867, which continued to 1924.) It was created by using red, blue, and yellow filters to create three photographs which were then combined into a composite. R. Martin (1988) notes that there was a confluence of unrelated technological "junctions and serendipities" in the mid-19th century that together broadly promoted tartan, including photography, consistently bright and more economical artificial dyes, affordable
colour book printing, mass-production of soft but durable fine textiles, and applicability of printed patterns to middle-class products like tartanware – all "far-removed from the true peasant history of tartan." Ian Brown (2012), a professor with a focus on Scottish literature and culture, has written that while George IV and Victoria (not to mention business interests in their wake, like the Wilsons of Bannockburn and the Smiths of Mauchline) seemed to have been "the winner taking over the loser's tokens", the renewed public interest in tartan within and beyond Scotland was not entirely owing to them, especially given the international interest in Highland-romantic works of Walter Scott and "Ossian". The acceptance of and even enthusiasm for tartan among the post-proscription upper class can be seen as a necessary attempt at reconciliation within a culturally diverse country, and the influence ran both ways, with old Scottish nationalism transmuting into a new unionism that demanded recognition of Scottish interests and institutions. "In short, it is an open question whether George IV in a kilt and Victoria and Albert at Balmoral are appropriating and subverting a set of values, or whether they are being appropriated and subverted." Even the 1822 "King's Jaunt" had been stage-managed by two Scots with a keen interest in romanticising and promoting Gaelic and broader Scottish culture (historico-traditional accuracy notwithstanding), Both George IV and Victoria, primarily of German
House of Hanover stock, came to identify strongly with their quite thin Scottish
House of Stuart genealogy. dressed up as
Bonnie Prince Charlie for the 1871 Waverley Ball The 1864 funeral of the Sixth Duke of Atholl was another anachronistically feudal, tartan-and-pipers pageant. In 1866–1870, Victoria and the Duchess of Atholl commissioned artist
Kenneth MacLeay in Edinburgh to produce a series of
watercolours of statuesque men in tartan Highland gear, representing common people from
ghillies to shepherds and fishermen, "as they are". Prints were published in 1870 as
Highlanders of Scotland: Portraits Illustrative of the Principal Clans and Followings, and the Retainers of the Royal Household at Balmoral, with text by Amelia (Emily) Murray MacGregor, an attendant of Victoria as well as a
Clan Gregor historian and the first female Gaelic lecturer. A tartanistical fantasy, as well as another exercise in "Highlander as
noble savage", the art book necessitated canvassing Scottish aristocrats for outfits and suitable models ("specimens"), as the everyday people did not look the hyper-masculine part, were not able to afford such Highland-dress extravagances as were to be illustrated, and were more likely to be wearing trousers than kilts. The resulting book is the most detailed record of the "proper", codified Victorian-era Highland dress and accessories, which "removed tartan from its blustery nonchalance to an ordered set of adornments" though it has little to do with original Highland clothing before the 19th century; it is an adaptation of the plaid to a style of the European nobility. In 1871, at the Waverley Ball, a
fancy dress affair in London, the Prince of Wales (the future King
Edward VII) and his brother
Prince Arthur, long accustomed to Highland dress, arrived tartaned out as an old-time
Lord of the Isles and as
Bonnie Prince Charlie, respectively. In 1872,
ethnologist Jacob Falke wrote that "In Scotland indeed the plaid has still some importance, but it is an object of manufacture, and ... its motives have long ago become the common property of fashion, and indeed have become so permeated by it that what is genuine and old in it is scarcely to be recognised". Since its 1880 re-opening, the Gaelic Society of Perth in the Lowlands held festivities that involved much piping and tartan-wear, into the early 20th century, despite the language-preservation organisation having nothing to do with Highland dress or ; being swathed in tartan had somehow become vital to such events. By 1883, Highland dress as proper
courtly attire had become highly regulated, aristocratic, and formal, but "inclusive" in one sense – the tartan-wear was permitted at court for essentially anyone claiming Highland origins or land-ownership (even if natively English), not just the gentles of the well-established clans. In the Victorian era, tartan garments for women as well as men continued to be featured in fashion catalogues, in styles not derived from Highland costume, such as everyday suits and dresses. Tartan had also become popular for children's clothing in continental Europe, inspired by the royal children of Victoria. In the United States, tartan was similarly worked into school uniforms, especially
at Catholic schools. The late 19th century saw tartan (sometimes in silk) in fashion throughout Europe, including in France (e.g. Paris, Lyon, and Alsace) and Italy, and as far from Britain as Russia. Founded in 1898,
Walker's Shortbread has long been sold in
royal Stewart tartan packaging around the world (especially for
Christmas and
Hogmanay).
20th century to present , in a tartan necktie, 1945 In the
Edwardian era, tartan had become less a component of men's clothing (with the decline in kilt-wearing) but more an important part of women's fashion, including fanciful designs
from Paris that had no connection to Highland style, Because of this, tartan was to make periodic resurgences in the world of fashion. The tartan uniforms of the
Scottish Regiments were an important recruiting tool during World War I; as
Archibald Primrose, Lord Rosebery, put it: "there is nothing so magnificent in our army as the swing of a kilted regiment". Tartan's Georgian re-orientation as a symbol representing unionism and empire continued well into the first half of the 20th century, though outright tartanry and Highlandism on the part of the upper class waned, especially after about 1920. Nevertheless,
Edward VIII, later Duke of Windsor, was a life-long devotee of tartan, often wearing more than one at a time. and Hong Kong. in one of his Highland outfits, 1922
Harry Lauder (properly Sir Henry – he was knighted for his
war-effort fundraising during World War I) became world-famous in the 1910s and 1920s, on a
dance hall and
vaudeville entertainment platform of tartan Highland dress, a thick
Scots accent, and folksy songs about an idealised, rural Scotland, like his hit "
Roamin' in the Gloamin'". At one point, he was the highest-paid performer in the world, and toured the United States, Australia, South Africa, and of course the UK to sold-out audiences. A Lowlander himself, Lauder has been credited with (and blamed for) keeping alive a tartanry-and-Highlandism image of Scotland, with critics calling him a "kilted clown" who promoted the idea of Scotsmen "clothed like the chieftain of Clan McCrazy".
Diaspora and globalisation By the mid-20th century, annual
Highland games events, modelled on the traditional events in Scotland, had been established not just in Scotland but throughout the United States, Canada, Australia, New Zealand, and South Africa, among other places with a notable
Scottish diaspora, which totals about 50 million people worldwide. There are dozens of such events in Scotland, and at least 260 annual Highland games events worldwide as of 2000, more than 100 of them in the US alone, and dozens more in Canada. at the
Glengarry Highland Games, Maxville, Ontario, Canada, 2006 The games' rather flamboyantly tartaned
subculture is sustained outside Scotland primarily by multi-generational Scottish descendants rather than by direct Scottish expatriates. parade, New York City, 2002
Tartan Day, an annual
symbolic ethnicity holiday among the Scottish diaspora, is a growing affair celebrated on 6 April, the date on which the
Declaration of Arbroath was signed in 1320. Tartan Day was first declared in
Nova Scotia in 1987, and was essentially nation-wide in Canada by the 1990s. It has since spread to Australia (with varying levels of official recognition, 1989–1996), the US (1998), and other places including New Zealand, and even Argentina and Paris, France. In
New York City, it has turned into an entire Tartan Week since 1999, with honorary "grand marshals" that are usually Scottish celebrities. The term
tartanism (as distinct from
tartanry) has been coined by Ian Brown (2012) for this international tokenisation of tartan as an
ethnic-identity symbol, evolving to some degree independently to suit diasporic cultural needs and unrestrained by the views of the originating Scottish "home" culture. According to Ian Maitland Hume (2001), tartan and the kilt are powerful symbols that "encapsulate many facets of a heritage which people aspire to access ... a part-mythical family origin for those seeking roots". The
Scottish Tartans Museum and Heritage Center was opened by the
Scottish Tartans Society in 1988 in
Highlands, North Carolina; in 1994, it moved to nearby
Franklin. The museum, which runs independently of STS, features over 600 tartans on display, including specimens dating to c. 1725, and Highland dress examples to ca. 1800. (STS also operated a Scottish Tartans Museum in Edinburgh, but it closed when STS did in 2000.) A major exhibition on tartan was produced by the
Fashion Institute of Technology in New York 1988–89, and another was created for the
Edinburgh Festival in 1989. Others followed in Italy in 2003, and Japan in 2018. In April 2023, the Victoria and Albert Museum of Dundee (
V&A Dundee) opened a design exhibit (running until January 2024) about tartan and its "shifting context", with goals of "challenging preconceptions of what tartan is, whether that be from a historical sense or fashion sense". D. Gordon Teall of Teallach, of the Scottish Tartans Society, observed in 1994: Even as tartan has been bent to the cultural needs of the diaspora, as "the most straightforward and outward sign of ... affinity with Scottishness", and bent to the commercial intents of fashion, tourism, entertainment, and other industries, tartan's reception by native Scots in Scotland has been less favourable for decades, even the last century or so. Reasons include a feeling that it is not really a symbol of broad Scottish national identity because of its specifically Gaelic and Highland origin; the "Highlandist" and imperialist foisting of it on the entire country as national costume in the late Georgian through Victorian eras; distorted views of Scottish people promulgated by Lauder and other tartaned entertainers of a century ago; an academic view of tartary and Lowland
kailyard literature as two halves of a low-brow, romanticising vulgarity (reinforced in recent decades by the "
Tartan Army" fandom of the Scotland national football team reinvigorating a working-class attachment to kilts and tartan); and historically inaccurate portrayal of Scotland by tartan-heavy Hollywood productions like
Brigadoon (1954) and
Braveheart (1995). Brancaz (2016) argues that "looking at tartan through the lens of the intelligentsia fails to account for its enduring appeal and resilience. ... [T]he wearing of kilts and tartans at weddings, funerals, and in Scotland has increasingly been interpreted as a form of cultural reappropriation."
Industry and politics In 2006, the
British Ministry of Defence sparked controversy when it allowed foreign woollen mills to bid for the government contracts to provide the tartans used by the Scottish troops (newly amalgamated as battalions into the
Royal Regiment of Scotland), and lowered the formerly very high standards for the cloth. Scotland's
enterprise minister announced in July 2007 that the
National Archives of Scotland would set up a national register of tartans. The announcement stated that "Tartan's importance to Scotland cannot be overestimated. It is deeply embedded in Scottish culture and is an internationally recognised symbol of Scotland." The ministry cited an industry report indicating that "the tartan industry is a significant contributor to the overall
Scottish economy; and larger ... than suggested by previous industry estimates", and is the basis for some 200 businesses, 4,000 jobs, and £350 million in annual
GDP in Scotland. Around the same time, there began a resurgence in tartan kilt wearing among Scottish young people "as a mark of a vibrant, modern Scotland". This has interrupted a generations-long trend of native Scottish disaffection toward tartan as stereotyping
kitsch. An online survey by
BBC in 2012 found that 52% of respondents strongly or very strongly disagreed with the premise "Walter Scott's re-branding of all Scots as tartan-wearing Highlanders has been a hindrance to Scotland's cultural development", and only a third agreed. Tartan in mainstream, international fashion experienced another resurgence starting in 2019. Contemporary
Scottish nationalism has been said to be "fed, in part, by tartan and Jacobite nostalgia". After avoidance of tartan since the 1970s (especially by Scottish
liberals), the cloth has been politicised again as a nationalist symbol (as it was in the early 18th century), especially during the
2014 Scottish independence referendum and in the
Scottish National Party's 2015 campaign.
Murray Pittock (2002) writes that the
neo-Jacobitism is "both irritating kitsch and a language of identity" for modern Scots. After several decades of intellectual hostility toward tartan (e.g. in
Tom Nairn's 1977
The Break-up of Britain: Crisis and Neo-nationalism, and
Hugh Trevor-Roper's posthumous 2008
The Invention of Scotland), an "academic re-assessment of tartan" began in the early 21st century, relying on a wider range of early and modern source material, in
historiographical, multidisciplinary
edited volumes including
Scottish History: The Power of the Past (eds.
Edward J. Cowan and
Richard J. Finlay, 2002) and
From Tartan to Tartany (ed. Ian Brown, 2010). Major commercial weavers (tartan mills) of traditional tartan cloth that are operating today include Lochcarron of Scotland in
Lochcarron and
Selkirk; Ingles Buchan in
Glasgow; Prickly Thistle (also a women's clothing maker) in
Evanton and
Edinburgh; The Tartan Weaving Mill (also a weaving museum, and a subsidiary of Gold Brothers) in Edinburgh; Andrew Elliot Ltd in
Selkirk; Stevens & Graham (specialising mostly in tartan rugs and carpet) in
Rutherglen; Marton Mills in
West Yorkshire, England;
Cambrian Woollen Mill, in Powys, Wales; West Coast Woollen Mills in
Vancouver, British Columbia, Canada; GK Textiles in
Port Moody, BC (formerly Fraser & Kirkbright, Vancouver); and
Pendleton Woolen Mills in Portland, Oregon, US. a blend of the artificial materials
polyester and
viscose (rayon), typically in a 65% polyester to 35% viscose ratio. PV is promoted as washable, durable, crease-resistant but heat-settable for permanent pleating, shrinkage-resistant, stain-resistant, colour-fast, low-
pilling, hypoallergenic, not attractive to
clothes moths, more "breatheable" than polyester (thus good for athletics), lower cost than wool, and lighter weight than wool, but said to have a wool-like texture. It also does not rely on animal industry, so it appeals to
vegans. Tartan designs have long been produced in low-cost
cotton in large quantities in China. In a tartan-as-marketing analysis, Paterson (2001) observed that continued internationalisation of tartan manufacture, design, and consumption has diluted the associative "Scottishness" of tartan and its value as a national identifier. He blames this in part on Scottish weavers' failure to adapt to market demands for a wider range of fabric applications, as well as the businesses' own complicity in broadening tartan's perceived cultural identity, e.g. in creating tartans for non-Scottish families, places, and organisations.
In popular culture '' film, with kilts and tartan trews In 1947, the tartan-laden Broadway musical
Brigadoon (followed by
a film version in 1954 and a television adaptation in 1966) renewed an excessively romanticised notion of the Highlands and Highland dress. A critical review called it a "whimsical dream-world" that was "overloaded with Hollywood-Scottish trappings". (The production is generally not well received by actual Scots.) Tartan suits were popular in the
mod subculture of Great Britain of the early to mid-1960s and its late 1970s
revival. " Scottish football fans at a match in Milan, Italy, in 2005 Since the 1970s, the fandom of the
Scotland men's national football (soccer) team have been collectively referred to by the nickname "
Tartan Army", with fans often sporting tartan clothing (including kilts) at matches. in the Netherlands in 1976, sporting some tartan shirts and a tartan-trimmed jacket Popular in the mid-1970s, Scottish teeny-bopper band the
Bay City Rollers were described by the
British Hit Singles & Albums reference book as "tartan teen sensations from
Edinburgh". wearing a piece of the
royal Stewart tartan, 1984 Tartan became a common element of
punk subculture starting in the late 1970s.
Punk music was a way for youth in the British Isles to voice their discontent with the
ruling class and with modern society. The unorthodox use of tartan (especially the
royal Stewart), which had long been associated with authority and
gentility, was then seen as an expression of that discontent. In this way, tartan – worn unconventionally – became an
anti-establishment symbol. This was entirely on purpose according to
Vivienne Westwood, a designer deeply involved in early punk fashion; the idea was "to seize the very fabric of the Establishment in order to reverse its meaning and perhaps to challenge society's design." American punks often wore tartan skirts, a "subversion" of the Catholic school-girl uniform, and kilts have also been worn in the punk scene since the late 1970s, especially in the UK. and later
Alexander McQueen, who was "consciously repoliticising the cloth". Tartan/plaid
flannel shirts, emblematic of the working class, re-entered mainstream fashion through a series of
subcultural adoptions, originating primarily in the western United States. First, the style became a staple of
cholo style in and around Los Angeles, from the 1970s. From there, the style later became adopted by
hip hop fashion in the 1990s, especially the
West Coast hip hop lifestyle. Tartan flannel shirts also became quintessentially part of (and androgynous within) the
grunge scene (starting in Seattle) of the late 1980s to 2000s. There was fashion cross-pollination between these youth-culture movements, and the fashion industry has found this confluence very marketable. A resurgence of interest in tartan and kilts (and even Scottish tourism) has been generated in recent times by major Hollywood productions like the
Highlander franchise (1986–2007),
Braveheart (1995),
Rob Roy (1995),
Brave (2012), and the television series
Outlander (2014–, with a follow-on
travelogue documentary series,
Men in Kilts). Many of these featured custom-designed tartans. Tartan clothing has appeared frequently in
Doctor Who. The
Fourth Doctor (
Tom Baker) wore a
Wallace tartan scarf on
Terror of the Zygons, and his robot-dog companion
K9 had a tartan collar. The
Seventh Doctor (
Sylvester McCoy) wore a crimson and black tartan scarf on
Time and the Rani.
Clara Oswald (
Jenna Coleman), the companion of the
Eleventh Doctor (
Matt Smith) and the
Twelfth Doctor (
Peter Capaldi), wore a
Campbell tartan dress on "
The Name of the Doctor" and a Wallace skirt on "
The Time of the Doctor" and "
Deep Breath".
Annabel Scholey as Claire Brown, in the
Thirteenth Doctor (
Jodie Whittaker) serial
Flux, wears a 1960s-style muted tartan dress. The
Fourteenth Doctor (
David Tennant) wore a brown tartan suit in the
60th anniversary specials. File:Doctor Who 50th Celebration (11278552813).jpg|1980s
Doctor Who patchwork costume of the
Sixth Doctor, with at least three tartans involved File:Modpunk06.jpg|Royal Stewart again, as a mod/ska-punk jacket lining, 2007 File:Rita Ora 1 (40251927980).jpg|
Rita Ora performing in Glasgow in 2018, wearing a tartan trench coat made of at least five different setts File:Fiesta Popular en el ex Olimpo - detail.jpg|
Grunge fashion still alive and well in 2019, featuring a lot of tartan/plaid shirts File:Christopher John Rogers ensemble at the Met (52687).jpg|A rather impractical tartan gown by
Christopher John Rogers, 2020–21, on display at the
Metropolitan Museum of Art Costume Institute's exhibit
In America: A Lexicon of Fashion ==Popular designs==