Producing Fashion: Commerce, Culture, and Consumers Book

Chapter 1. Rethinking Fashion
—Regina Lee Blaszczyk

PART I. ORGANIZING THE FASHION TRADES Chapter 2. Spreading the Word: The Development of the Russian Fashion Press
—Christine Ruane Chapter 3. Accessorizing, Italian Style: Creating a Market for Milan's Fashion Merchandise
—Elisabetta Merlo, Francesca Polese Chapter 4. In the Shadow of Paris? French Haute Couture and Belgian Fashion Between the Wars
—Véronique Pouillard Chapter 5. Licensing Practices at Maison Christian Dior
—Tomoko Okawa

PART II. INVENTING FASHIONS, PROMOTING STYLES Chapter 6. The Wiener Werkstäet;tte and the Reform Impulse
—Heather Hess Chapter 7. American Fashions for American Women: The Rise and Fall of Fashion Nationalism
—Marlis Schweitzer Chapter 8. Coiffing Vanity: Advertising Celluloid Toilet Sets in 1920s America
—Ariel Beaujot

PART III. SHAPING BODIES, BUILDING BRANDS Chapter 9. California Casual: Lifestyle Marketing and Men's Leisurewear, 1930-1960
—William R. Scott Chapter 10. Marlboro Men: Outsider Masculinities and Commercial Modeling in Postwar America
—Elspeth H. Brown Chapter 11. The Body and the Brand: How Lycra Shaped America
—Kaori O'Connor

PART IV. CUSTOMER REACTIONS, CONSUMER ADAPTATIONS Chapter 12. French Hairstyles and the Elusive Consumer
—Steve Zdatny Chapter 13. Ripping Up the Uniform Approach: Hungarian Women Piece Together a New Communist Fashion
—Katalin Medvedev Chapter 14. Why the Old-Fashioned Is in Fashion in American Houses
—Susan J. Matt

Notes List of Contributors Index Acknowledgments