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.
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