Revival Of The Fashion Industry

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Term Paper still in Work: Revival of the Fashion Industry in Paris (1945-1960) The French fashion industry and French Haute Couture survived the postwar era. Using high fashion for the reconstruction of the French national image with billions of francs in state financial assistance is due to the intertwined identity with “Frenchness” and fashion. The French tradition of fashion influence is centuries old buoyed with royal patronage origins. This established the prestige and authority as the world’s tastemaker to reconstruct France in the global economy. The fashion industry worldwide today is valued at over ¾ trillion dollars annually. During World War II many fashion houses closed during the occupation of Paris. Germany had taken half…show more content…
This changed in 1947 when the French designer Christian Dior launched his ‘New Look,’ drastically altering the square-shouldered, straight female silhouette of the last ten years. This look was decidedly opulent and decadent. The skirts alone used up to 30 yards of fabric, as much fabric as 10 - 15 wartime skirts. The fashions developed after the war reflected a hopeful and optimistic view. Fashion reflects values and lifestyle. The prospects for the French fashion business after the war looked rather uncertain. French designers retained a key position in the production of fashion as they managed to authenticate their designs and brands under the challenge of mass reproduction, copying and counterfeiting. Under the occupation, Haute Couture had been under the supervision of the Office Art et Cre´ation (OFAC) which subsisted as a government agency, pulling together the French creative industries after the war. OFAC representatives spoke against luxury for the masses, stating that it would be a waste to incorporate so much taste and imagination into mediocre raw material that will promptly refuse to serve further as support to the immaterial factors of creation. There should be no shortcuts for the prestige of Paris fashions. Therefore Paris ought not to restart exports before being sure of again reaching its best level of production. Textile rationing ended in July 1947 but there were still shortages in raw materials. Priorities of the

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