Producing Fashion Commerce Culture and Consumers 1st Edition by Regina Lee Blaszczyk ISBN 0812206053 9780812206050

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ISBN 10: 0812206053

ISBN 13: 9780812206050

Author: Regina Lee Blaszczyk 

How has Paris, the world’s fashion capital, influenced Milan, New York, and Tokyo? When did the Marlboro Man become a symbol of American masculinity? Why do Americans love to dress down in high-tech Lycra fabrics, while they wax nostalgic for quaint, old-fashioned Victorian cottages?

Fashion icons and failures have long captivated the general public, but few scholars have examined the historical role of business and commerce in creating the international market for style goods. Producing Fashion is a groundbreaking collection of original essays that shows how economic institutions in Europe and North America laid the foundation for the global fashion system and sustained it commercially through the mechanisms of advertising, licensing, marketing, publishing, and retailing.

The collection reveals how public and private institutions—from government censors in imperial Russia to large corporations in the United States—worked to shape fashion, style, and taste with varying degrees of success. Fourteen contributors draw on original research and fresh insight into the producers of fashion—advertising agents, architects, corporate executives, department stores, designers, editors, government officials, hairdressers, haute couturiers, and Web retailers—in their bid for influence, acclaim, and shoppers’ dollars.

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.

Table of contents:

CHAPTER ONE Rethinking Fashion
PART I Organizing the Fashion Trades
CHAPTER TWO Spreading the Word: The Development of the Russian Fashion Press
CHAPTER THREE Accessorizing, Italian Style: Creating a Market for Milan’s Fashion Merchandise
CHAPTER FOUR In the Shadow of Paris? French Haute Couture and Belgian Fashion Between the Wars
CHAPTER FIVE Licensing Practices at Maison Christian Dior
PART II Inventing Fashions, Promoting Styles
CHAPTER SIX The Wiener Werkstatte and the Reform Impulse
CHAPTER SEVEN American Fashions for American Women: The Rise and Fall of Fashion Nationalism
CHAPTER EIGHT Coiffing Vanity: Advertising Celluloid Toilet Sets in 1920s America
PART III Shaping Bodies, Building Brands
CHAPTER NINE California Casual: Lifestyle Marketing and Men’s Leisurewear, 1930-1960
CHAPTER TEN Marlboro Men: Outsider Masculinities and Commercial Modeling in Postwar America
CHAPTER ELEVEN The Body and the Brand: How Lycra Shaped America
PART IV Customer Reactions, Consumer Adaptations
CHAPTER TWELVE French Hairstyles and the Elusive Consumer
CHAPTER THIRTEEN Ripping Up the Uniform Approach: Hungarian Women Piece Together a New Communist Fas
CHAPTER FOURTEEN Why the Old-Fashioned Is in Fashion in American Houses

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Tags: Regina Lee Blaszczyk, Producing Fashion, Commerce, Culture, Consumers