Producing Fashion

Producing Fashion looks to the past, revealing the rationale behind style choices, while explaining how the interplay of custom, invented traditions, and sales imperatives continue to drive innovation in the fashion industries.

Producing Fashion
Commerce, Culture, and Consumers

Regina Lee Blaszczyk, Editor

2007 | 376 pages | Cloth $55.00 | Paper $26.50
American History | Business
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Table of Contents

Chapter 1. Rethinking Fashion
—Regina Lee Blaszczyk

PART I. ORGANIZING THE FASHION TRADES
Chapter 2. Spreading the Word: The Development of the Russian Fashion Press
—Christine Ruane
Chapter 3. Accessorizing, Italian Style: Creating a Market for Milan's Fashion Merchandise
—Elisabetta Merlo, Francesca Polese
Chapter 4. In the Shadow of Paris? French Haute Couture and Belgian Fashion Between the Wars
—Véronique Pouillard
Chapter 5. Licensing Practices at Maison Christian Dior
—Tomoko Okawa

PART II. INVENTING FASHIONS, PROMOTING STYLES
Chapter 6. The Wiener Werkst&aumlet;tte and the Reform Impulse
—Heather Hess
Chapter 7. American Fashions for American Women: The Rise and Fall of Fashion Nationalism
—Marlis Schweitzer
Chapter 8. Coiffing Vanity: Advertising Celluloid Toilet Sets in 1920s America
—Ariel Beaujot

PART III. SHAPING BODIES, BUILDING BRANDS
Chapter 9. California Casual: Lifestyle Marketing and Men's Leisurewear, 1930-1960
—William R. Scott
Chapter 10. Marlboro Men: Outsider Masculinities and Commercial Modeling in Postwar America
—Elspeth H. Brown
Chapter 11. The Body and the Brand: How Lycra Shaped America
—Kaori O'Connor

PART IV. CUSTOMER REACTIONS, CONSUMER ADAPTATIONS
Chapter 12. French Hairstyles and the Elusive Consumer
—Steve Zdatny
Chapter 13. Ripping Up the Uniform Approach: Hungarian Women Piece Together a New Communist Fashion
—Katalin Medvedev
Chapter 14. Why the Old-Fashioned Is in Fashion in American Houses
—Susan J. Matt

Notes
List of Contributors
Index
Acknowledgments