The “Ready to Wear” and the “American Look” represent a significant evolution in American fashion, characterized by the democratization of style and the emergence of a distinct national identity in clothing. This transformation was primarily driven by the ready-to-wear industry, which gained momentum in the early 20th century and became a defining feature of American fashion by the mid-century. The American Look, popularized in the 1930s and 1940s, emphasized practicality, comfort, and a casual aesthetic that resonated with the American lifestyle. This development was a fashion trend and a cultural movement that reflected broader societal changes.
Historical Context and Development
The American Look emerged prominently in the 1930s and 1940s, with figures like Dorothy Shaver promoting American designers through marketing campaigns. This style was characterized by the use of everyday fabrics and a focus on comfort and ease, as seen in the work of designers like Claire McCardell (Kealy-Morris, 2023).
The ready-to-wear industry in the United States saw significant growth post-World War I, driven by a new consumer culture and marketing strategies that democratized fashion, making it accessible to a broader audience (Silla, 2020).
Cultural and Economic Impact
The rise of ready-to-wear fashion in the 1960s further solidified America’s position as a global fashion leader, intertwining economic, political, and cultural influences. This era shifted from European couture to American mass-produced fashion, reflecting the country’s economic power and cultural influence (Morin, 2018).
The Metropolitan Museum of Art’s exhibitions, such as “In America: A Lexicon of Fashion,” highlight the ongoing exploration and celebration of American fashion, emphasizing its diverse and complex history (Centrone, 2022).
Broader Perspectives
While the American Look and ready-to-wear fashion have been celebrated for their accessibility and cultural significance, they also faced challenges such as design piracy, which complicated the industry’s development and raised questions about originality and intellectual property (Richardson, 2017). This aspect underscores the multifaceted nature of the American fashion industry, balancing innovation with ethical considerations.
Sources
Centrone, B. (2022). In America: A Lexicon of Fashion & An Anthology of Fashion: The Costume Institute at the Metropolitan Museum of Art, New York. Dress, 48(2), 187-194.
Kealy-Morris, E. (2023). ‘The American Look’: The transformation of women’s sportswear in 1930s and 1940s America. Fashion, Style & Popular Culture.
Morin, A. (2018). The Fashion of the 1960s. A New Power Shaping the American Image. USAbroad–Journal of American History and Politics, 1.
Richardson, K. G. (2017). Knock it Off: A History of Design Piracy in the US Women’s Ready-to-Wear Apparel Industry.
Silla, C. (2020). Marketing lifestyles: The ready-to-wear industry and the genesis of the consumer in the United States (1880–1930). International Journal of Fashion Studies, 7(1), 3-23.
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