Wholesale Couture: London and Beyond, 1930-70

The first book to explore wholesale couture in London and beyond, 1930-70, challenges the notion that these firms were simply copyists and reveals the complexities of their design processes and business strategies. It highlights the significant role of largely Jewish immigrants in the development and success of the industry, as well as the wider social and economic factors that affected manufacturers and consumers. It also demonstrates that 1946 was a critical year for re-building and re-imagining the London fashion industry and that wholesale couturiers were at the centre of these developments.

Format: Hardback
Length: 248 pages
Publication date: 23 February 2023
Publisher: Bloomsbury Publishing PLC

The first book to explore the subject of Wholesale Couture: London and Beyond, 1930-70, challenges the notion that wholesale couturiers were merely copyists and delves into the complexities of their design processes and business strategies. This term, which was once widely used to describe the pinnacle of the British ready-to-wear fashion industry between the 1930s and 1960s, has fallen out of usage. However, it is important to recognize the significant role that wholesale couturiers played in shaping the fashion landscape during this period. Liz Tregenza's book traces wholesale couture garments from concept to usage, examining design, manufacture, branding, promotion, retail, and export. She goes beyond the garments themselves and delves into the lives of the people behind these firms, highlighting the significant contribution of largely Jewish immigrants to the development and success of the wholesale couture industry. The book also considers the broader social and economic factors that affected manufacturers and consumers, including the impact of austerity, rationing, and the Utility scheme, as well as the pressing need for wholesale couturiers to export their products internationally. 1946 was a critical year for re-building and re-imagining the London fashion industry, and wholesale couturiers were at the center of these developments. Furthermore, the book reveals the impact of changing consumer purchasing power, particularly the burgeoning youth market, on fashion manufacturers. Wholesale Couture offers a fresh perspective on British fashion history, demonstrating that wholesale couturiers were essential in cementing London's status as a ready-to-wear fashion center.

Weight: 654g
Dimension: 161 x 241 x 20 (mm)
ISBN-13: 9781350245860