20th-Century Fashion. 100 Years of Apparel Ads

The fashion industry evolved from a Parisian salon business to a global industry employing millions, with signature silhouettes evolving beyond recognition. 20th-Century Fashion offers a retrospective of the last hundred years of style via 400 fashion advertisements from the Jim Heimann Collection, tracing the changing trends, marketing, and audience.

\n Format: Hardback
\n Length: 592 pages
\n Publication date: 24 December 2019
\n Publisher: Taschen GmbH
\n

The 20th century witnessed a remarkable transformation in the fashion industry, evolving from a exclusive Parisian salon business catering to the wealthy elite into a global industry employing millions. This remarkable shift was marked by the swift introduction of new trends into stores, often before the last model had even graced the catwalk. Throughout this transformative journey, the signature silhouettes of each era underwent a profound evolution, transcending recognition. For women, the House of Worth's crinolines gave way to Vionnet's bias-cut gowns, Dior's New Look to Quant's Chelsea Look, Halston's white suit to Frankie B.
's low-rise jeans. In menswear, the advent of ready-made suits signaled the decline of bespoke tailoring, long before Hawaiian shirts or skinny jeans made their mark.

To explore this captivating evolution, 20th-Century Fashion presents a retrospective of the last hundred years of style through a collection of 400 fashion advertisements from the Jim Heimann Collection. These images not only capture the changing trends but also trace the evolution in their marketing and audience as fashion seamlessly integrated into popular culture and the mass market, decade by decade. An in-depth introduction and illustrated timeline provide a comprehensive exploration of the style-makers and trendsetters who shaped the way we dressed in the past and continue to influence our fashion choices today.

The 20th century was a period of immense cultural and social change, and fashion played a pivotal role in reflecting these transformations. From the flapper dresses of the Roaring Twenties to the bold prints and colors of the 1960s, fashion became a powerful medium for self-expression and social commentary. The rise of celebrity culture and the influence of media also played a significant role in shaping fashion trends, with designers and brands vying for attention and recognition.

One of the most notable trends of the 20th century was the rise of ready-to-wear fashion. Prior to this, clothing was custom-made, often tailored to individual measurements and preferences. However, with the advent of mass production and the rise of department stores, clothing became more accessible and affordable to a wider range of consumers. This led to the development of iconic fashion brands such as Chanel, Dior, and Louis Vuitton, as well as the emergence of new styles and trends that were accessible to a broader audience.

Another significant trend of the 20th century was the integration of fashion and technology. The introduction of new materials such as nylon, polyester, and acrylics led to the development of innovative designs and styles that were more durable and affordable. The use of computers and digital technology also played a role in the fashion industry, with designers and brands using software to create new designs and patterns.

In addition to these trends, the 20th century was also marked by significant social and political movements that influenced fashion. The women's rights movement, for example, led to the emergence of more feminine and empowering clothing styles, such as the miniskirt and the power suit. The civil rights movement, on the other hand, inspired the use of bold colors and patterns in clothing, as a way to express solidarity and support for social justice.

The 20th century also saw the rise of fashion magazines and television, which played a crucial role in promoting and shaping fashion trends. Fashion magazines such as Vogue and Harper's Bazaar became household names, and television shows such as Fashion Television and Project Runway helped to showcase the latest designs and styles to a global audience.

In conclusion, the 20th century was a period of immense transformation in the fashion industry, evolving from a exclusive Parisian salon business to a global industry employing millions. The signature silhouettes of each era underwent a profound evolution, reflecting the changing cultural and social landscape. From the rise of ready-to-wear fashion to the integration of technology and social movements, the 20th century was a time of innovation and creativity in the fashion industry.

\n Weight: 1240g\n
Dimension: 202 x 157 x 42 (mm)\n
ISBN-13: 9783836522793\n \n