Wednesday, May 6, 2020

Revival Of The Fashion Industry - 1247 Words

Term Paper still in Work: Revival of the Fashion Industry in Paris (1945-1960) The French fashion industry and French Haute Couture survived the postwar era. Using high fashion for the reconstruction of the French national image with billions of francs in state financial assistance is due to the intertwined identity with â€Å"Frenchness† and fashion. The French tradition of fashion influence is centuries old buoyed with royal patronage origins. This established the prestige and authority as the world’s tastemaker to reconstruct France in the global economy. The fashion industry worldwide today is valued at over  ¾ trillion dollars annually. During World War II many fashion houses closed during the occupation of Paris. Germany had taken half†¦show more content†¦This changed in 1947 when the French designer Christian Dior launched his ‘New Look,’ drastically altering the square-shouldered, straight female silhouette of the last ten years. This look was decidedly opulent and decadent. The skirts alone used up to 30 yards of fabric, as much fabric as 10 - 15 wartime skirts. The fashions developed after the war reflected a hopeful and optimistic view. Fashion reflects values and lifestyle. The prospects for the French fashion business after the war looked rather uncertain. French designers retained a key position in the production of fashion as they managed to authenticate their designs and brands under the challenge of mass reproduction, copying and counterfeiting. Under the occupation, Haute Couture had been under the supervision of the Office Art et Cre ´ation (OFAC) which subsisted as a governme nt agency, pulling together the French creative industries after the war. OFAC representatives spoke against luxury for the masses, stating that it would be a waste to incorporate so much taste and imagination into mediocre raw material that will promptly refuse to serve further as support to the immaterial factors of creation. There should be no shortcuts for the prestige of Paris fashions. Therefore Paris ought not to restart exports before being sure of again reaching its best level of production. Textile rationing ended in July 1947 but there were still shortages in raw materials. Priorities of theShow MoreRelatedMarketing Gap Of Brand Extension Essay1712 Words   |  7 PagesBrand Extension In the early 1920’s Schiaparelli started a fashion brand that eventually grew to be one of Europe’s most revered brands. It was lauded for being both innovative and practical as was witnessed in the divided skirt design modeled by some of the players at the Wimbledon tennis tournament of 1937. The post-World War Two era of the late 1940’s saw the brand’s fortunes decline drastically as the designs continued with their pre-World War Two era trends which were not well received by consumersRead MoreWho Introduced Innovations in the Kashmiri Shawl882 Words   |  3 PagesKashmiri shawl industry. 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