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OverviewHow 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. Full Product DetailsAuthor: Regina Lee BlaszczykPublisher: University of Pennsylvania Press Imprint: University of Pennsylvania Press Dimensions: Width: 15.20cm , Height: 2.50cm , Length: 22.90cm Weight: 0.590kg ISBN: 9780812220667ISBN 10: 0812220668 Pages: 376 Publication Date: 06 April 2009 Audience: College/higher education , Tertiary & Higher Education Format: Paperback Publisher's Status: Active Availability: Awaiting stock  The supplier is currently out of stock of this item. It will be ordered for you and placed on backorder. Once it does come back in stock, we will ship it out for you. Table of ContentsChapter 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 Werkstäet;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 AcknowledgmentsReviewsProducing Fashion takes readers on an international journey that acknowledges the preeminence of Paris haute couture but also includes stops in Russia, Italy, Belgium, Austria, Hungary, and the United States. The case studies, based on new original research, demonstrate the interplay between business enterprise and fashion. -Journal of American History Producing Fashion demonstrates the importance of studying fashion, very broadly defined, from the perspective of business history. Case studies from several countries and from various periods during the nineteenth and twentieth centuries show how 'fashion intermediaries' in the business world developed new products and styles that resonated with consumers. Combining historical methods with models from cultural studies and other social science disciplines, these studies provide new insights into the environments that facilitated product innovation, the dissemination of ideas in the marketplace, and factors leading to cooperation or resistance on the part of consumers. -Diana Crane, University of Pennsylvania At last, a collection of essays that considers fashion as both a commercial and a cultural phenomenon. Informed by recent approaches in the fields of business history, material culture studies, and the history of design, Producing Fashion offers a stimulating series of case studies that range from fashion magazines in Tzarist Russia to questions of taste in the contemporary American home. Anyone who has ever considered how and why fashionable trends emerge will find something of interest in its pages. -Christopher Breward, Victoria and Albert Museum, London At last, a collection of essays that considers fashion as both a commercial and a cultural phenomenon. Informed by recent approaches in the fields of business history, material culture studies, and the history of design, Producing Fashion offers a stimulating series of case studies that range from fashion magazines in Tzarist Russia to questions of taste in the contemporary American home. Anyone who has ever considered how and why fashionable trends emerge will find something of interest in its pages. -Christopher Breward, Victoria and Albert Museum, London Producing Fashion takes readers on an international journey that acknowledges the preeminence of Paris haute couture but also includes stops in Russia, Italy, Belgium, Austria, Hungary, and the United States. The case studies, based on new original research, demonstrate the interplay between business enterprise and fashion. -Journal of American History Producing Fashion demonstrates the importance of studying fashion, very broadly defined, from the perspective of business history. Case studies from several countries and from various periods during the nineteenth and twentieth centuries show how 'fashion intermediaries' in the business world developed new products and styles that resonated with consumers. Combining historical methods with models from cultural studies and other social science disciplines, these studies provide new insights into the environments that facilitated product innovation, the dissemination of ideas in the marketplace, and factors leading to cooperation or resistance on the part of consumers. -Diana Crane, University of Pennsylvania Producing Fashion takes readers on an international journey that acknowledges the preeminence of Paris haute couture but also includes stops in Russia, Italy, Belgium, Austria, Hungary, and the United States. The case studies, based on new original research, demonstrate the interplay between business enterprise and fashion. -Journal of American History Producing Fashion demonstrates the importance of studying fashion, very broadly defined, from the perspective of business history. Case studies from several countries and from various periods during the nineteenth and twentieth centuries show how 'fashion intermediaries' in the business world developed new products and styles that resonated with consumers. Combining historical methods with models from cultural studies and other social science disciplines, these studies provide new insights into the environments that facilitated product innovation, the dissemination of ideas in the marketplace, and factors leading to cooperation or resistance on the part of consumers. -Diana Crane, University of Pennsylvania At last, a collection of essays that considers fashion as both a commercial and a cultural phenomenon. Informed by recent approaches in the fields of business history, material culture studies, and the history of design, Producing Fashion offers a stimulating series of case studies that range from fashion magazines in Tzarist Russia to questions of taste in the contemporary American home. Anyone who has ever considered how and why fashionable trends emerge will find something of interest in its pages. -Christopher Breward, Victoria and Albert Museum, London Author InformationRegina Lee Blaszczyk is Professor of Business History and Leadership Chair in the History of Business and Society at the University of Leeds. Her books include the award-winning Imagining Consumers: Design and Innovation from Wedgwood to Corning and Major Problems in American Business History: Documents and Essays. Tab Content 6Author Website:Countries AvailableAll regions |
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