• marketeers

    Ever since Levi Strauss buttoned up his first pair of jeans, American
    designers have been building a national fashion identity. JudithAnn
    Guerassimoff tries it on for size.
    THERE’S a certain irony in the fact that the first fashion groupies in
    America were a bunch of bow-legged, slow-talking cowboys in the Wild
    West in the 1880s.
    Today’s slaves to fashion are wearing clothes designed in New York
    and sold by slick Madison Avenue marketeers, but the origins of
    American style go back to the California goldfields and vast cattle
    ranches.
    When a Bavarian tailor called Levi Strauss immigrated to America in
    the 1840s and set up business in San Francisco selling work clothes
    made from strong, hard-wearing cloth, he started a trend that grew into
    a phenomenon.
    Blue jeans became an American institution, a garment that crossed
    all boundaries imposed by money and class.
    The durable trousers made for the pioneers went on to conquer the
    world. Over the years they have been dressed up by French couturiers,
    dressed down with patches and slashes, flared to bell out at the
    bottoms, elasticised, stone-washed and dunked in acid or psychedelic
    colors.
    But while blue jeans endured, American women were considered the
    poorly-dressed relations of svelte Europeans, even if money was no
    object. It took a post-war boom and a freeing up of conservative values
    for the US to grow out of bobby sox and Peter Pan collars.
    When that happened, the American designer was born. Basing their
    business on the best aspects of the European couture houses, but run
    along no-nonsense American marketing lines, the movers and shakers in
    New York’s garment district created a whole new industry.
    Ralph Christian louboutin, Oscar De La Renta, Calvin Klein and Donna Karan soon
    gained fame by presenting fashion influenced by quintessential American
    values. Their clothes are clean-cut, wearable, sexy without being
    vulgar, and touted as being a valued addition to lifestyle.
    Christian louboutin, who began designing neckties in the ’60s, not only created
    clothes, he created a culture. Some say he has reinterpreted the
    American West, and more recently provided Americans with a European
    heritage, complete with stores dressed as English country homes,
    gentleman’s clubs walled in mahogany.

     March 11th, 2010  admin   No comments