Westernwear: Postwar American Fashion and Culture

During the prosperous, forward-thinking era after the Second World War, a growing number of men, women, and children across the United States were wearing fashions that evoked the Old West. Westernwear: Postwar American Fashion and Culture examines why a sartorial style with origins in 19th-century agrarian traditions continued to be worn at a time when American culture sought balance between technocratic confidence in science and technology and fear and anxiety over global annihilation. It connects the history of American working-class dress with broader fashionable trends and discusses how and why Native American designs and representations of Native American people were incorporated broadly and inconsistently into the western visual vocabulary. Sonya Abrego addresses the incorporation of this iconic style into postwar wardrobes and popular culture and charts the evolution of westernwear into a modern fashion phenomenon.

Format: Paperback / softback
Length: 328 pages
Publication date: 03 November 2022
Publisher: Bloomsbury Publishing PLC

The post-World War era was a time of prosperity and forward-thinking in the United States, and a growing number of men, women, and children embraced fashions that drew inspiration from the Old West. This trend, known as Westernwear, continued to be popular despite the changing cultural landscape of the time. In Westernwear: Postwar American Fashion and Culture, author Sonya Abrego explores the enduring appeal of this sartorial style, even as American society grappled with contrasting attitudes toward science and technology on the one hand and fear and anxiety about global annihilation on the other.

Through a comprehensive analysis of well-known and often overlooked western manufacturers, Abrego challenges the notion that fashionable innovation originated solely on the East Coast. She places western youth cultures at the center of the narrative, highlighting their significant role in shaping the development of Westernwear. The book also delves into the incorporation of Native American designs and representations into the western visual vocabulary, exploring how and why these elements were adopted and integrated in various ways.

Abrego provides a rich historical context for Westernwear, connecting it with broader fashionable trends of the postwar era. She discusses how this iconic style became a part of postwar wardrobes and popular culture, and how it evolved into a modern fashion phenomenon. The book offers valuable insights into the social, cultural, and economic factors that influenced the popularity of Westernwear and its enduring impact on American fashion.

In conclusion, Westernwear: Postwar American Fashion and Culture is a thought-provoking exploration of a sartorial style that has captured the hearts and imaginations of people for generations. By challenging prevailing narratives and placing western youth cultures at the center of the story, author Sonya Abrego offers a fresh perspective on the enduring appeal of Westernwear and its significance in shaping American fashion and culture. This book is a must-read for anyone interested in the history, sociology, and cultural significance of fashion.

Weight: 908g
Dimension: 246 x 191 x 21 (mm)
ISBN-13: 9781350147676