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But what seemed like a fashion fad was really a harbinger of things to come. That single gown marked a moment in American fashion—one in which costume deers in Hollywood, not couture houses in Paris, started telling American women what to wear. It was the beginning of an era of film-inspired apparel that brought silver-screen looks into the closets of ordinary women. It took 21 years from the time of the first Academy Awards for the Academy of Motion Picture Arts and Sciences to honor costume de, even though film costumes have captivated audiences ever since the first movies were screened.
What few realize, though, is that costume de had a major impact on the global fashion industry. A new market emerged—and with it, a whole wardrobe's worth of ways to develop and sell products inspired by cinema costumes. The race was on to capitalize on this new, largely female, consumer group. Since studios had creative control over every aspect of film production and distribution—from directors to actors to costume de—they pioneered new ways to publicize themselves, turning their lucrative movies into even more commercial gold.
Cinema-styled fashion provided more than just an element of intrigue and a clothing choice that differed from what was regularly sold in shops. These commercial adaptations sometimes knockoffs, sometimes officially d were sold to a mass market of moviegoers. Manufactured at a low cost with less tailoring and cheaper fabrics, the dresses were sold at an affordable retail price.
One of the first such endeavors came from Hollywood Fashion Associatesa group of fashion manufacturers and wholesalers who got the copyrights to popular Hollywood styles and sold them in exclusive stores in Los Angeles in the late s. Similarly, inThe Country Club Manufacturing Company relied on proprietary styles modeled by recognizable film stars to entice buyers.
These looks were of course reflected in glamorous Hollywood productions, but with this new merchandising brainchild, movie studios could capitalize on their own in-house deers instead. They worked with popular magazines to promote their movies as the place to discover fashionable trends. Studios and retailers publicized the new looks alongside the movie release Single women Lynton mo fan publications similar to tabloids, including Hollywood Picture Play, Mirror Mirror, and Shadow Play, among others.
Esteemed fashion magazines like Vogue also included advertisements for cinema fashion.
This outlet turned costume deers into trendsetters. Often these magazines showcased or simply mentioned the contracted studio stars, as it had become apparent that they had a major influence on consumer behavior. The mainstream fashion industry leveraged formal couture showcases and print publications to spread trends. So did film fashions. Cinema-inspired clothing coincided with film debuts rather than seasonal fashion shows. Marketing in trade publications and on the radio created a sense of timely excitement.
Fans could buy a ticket to see the desirable Single women Lynton mo, or go to the shop to catch them before they disappeared. The result was that when a film premiered, the new fashions would, too—and in turn, the apparel served as an ad for the movie and its studio. Now, women of all walks of life and in all parts of the country could access cutting-edge fashion without traveling to Paris. He franchised more than Cinema Fashion Shops nationwide and another 1, stores sold star-endorsed styles.
When not featuring actresses in promotions, Warner Brothers publicized its star deer, Orry-Kelly, making him a sought-after crossover costume to fashion deer—similar to Adrian Greenberg. Adrian—now famous enough to be known by his first name alone—had deed costumes for stars like Joan Crawford, Greta Garbo and Norma Shearer. He got in on the licensing action, too. Eventually, he used his success to launch a fashion career, leaving Hollywood to start his own fashion house in the s.
But, just as fashion trends come and go, so too did the commercialization of film-inspired fashion. Eventually, the power of the studio system waned, weakening their centralized marketing machine. And as the Golden Age of Hollywood faded, the movie industry was no longer seen as fashion-forward. What became of the dresses that dictated a major shift in the entire fashion industry? Over the years, costumes were rented out, refashioned, or simply lost. Similarly, relatively little evidence of cinema-inspired fashion survives.
Through insider correspondence and s fan magazines, we can see what was produced and sold in stores across the United States. Many of the dresses that captured the American imagination through a bit of movie magic are treasures, stowed away in homes across the country. While not originals, Single women Lynton mo replicas serve as an invaluable fashion reference, helping fill the gap left by original costumes worn in beloved films before they were deemed of sufficient value to collect. Continue or Give a Gift. SmartNews History. History Archaeology. World History.
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Hollywood MagazineJanuary-November, The New Movie Magazine p. This Studio Styles advertisement lists Warner Bros. VogueSeptember 15 Vogue. An example of how cinema dress was displayed at The Carl Co. Cinema Fashions published in Photoplay p. A letter from Warner Bros. Orry was resistant to WB using his name on the Studio. Like this article? Comment on this Story. Last Name. First Name. Address 1. Address 2.Single women Lynton mo
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