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Books > Reference & Interdisciplinary > Interdisciplinary studies > Cultural studies
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The American Look - Fashion, Sportswear and the Image of Women in 1930s and 1940s New York (Hardcover)
Loot Price: R3,451
Discovery Miles 34 510
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The American Look - Fashion, Sportswear and the Image of Women in 1930s and 1940s New York (Hardcover)
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From the end of the 1930s through the 1940s, the New York fashion
industry came into its own. Sportswear, which had evolved from its
sporting origins to include simple casual wear for town and
country, travel and leisure, was at the centre of this shift.
Sportwear provided busy career women, college girls and housewives
with clothes that could be worn on all occasions.Drawing on a
wonderful array of sources, from fashion magazines to department
store records, this book is the rich and absorbing narrative and
analysis of how New York sportswear evolved to become the
definitive American style and how a modern fashion aesthetic was
born. The story that unfolds reveals, with the aid of some
wonderful illustrations, how New York's emergent style became
dynamic and modern, like the city itself, expressive of the
American ideal of athletic, long-limbed women; and how it tapped
into both metropolitan Americanness and the America of wide-open
spaces.It explores the designers, such as Claire McCardell, Clare
Potter and Tina Leser, themselves embodiments of the modern, active
woman, and how they gave middle class American women New York
sportswear as an alternative to Parisian-inspired designs. It looks
for the first time at how its style connected not just to ideals of
patriotism and democracy, but to current notions of cleanliness and
hygiene, and for example, to 1930s theories of body image, and
contemporary dance.
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