History of Ready to Wear During the Period (1974-1990)
Dept. of Fashion Design
KCC Women’s College (Affiliated by Khulna University)
Ready to Wear:
Much of the action in fashion between 1974 and 1990 came from the ready-to-wear segment of the fashion industry. Here is discussed about ready to wear of The United States, France, Italy, London, Japan.
The United States
Ready-to-wear design had a long history in the United States, but except for some individual designers such as Claire Mc Car dell, Normal, Norwell, or Pauline Triggered who gained a loyal following in the 1960s, 1970s, and 1980s, most American fashion designers had been anonymous, working for manufacturers whose trademarks were known to the public. This changed during the 1970s. Not only did designer labels begin to be a major factor in selling products, but designer-owned firms also became more common. Customers came to know and look for the clothing produced by individual designers whose styles they preferred some of the major American designer’s active in the 1970s and 1980s.
France had a long history in ready to wear the prêt-a-porter firms established in the 1960s thrived. Many were connected with established couture houses and the couturiers designed the lines. Franchised boutiques sold these ready-to-were products in cities around the world. Manufacturers purchased licenses to use the couture name on such fashion accessories as handbags, jewelry, and household linens.
Other designers and firms emerged who created only prêt-a-porter lines. Some of these firms are not French but participated in the French shows because of the attention paid to the two showings each year in Paris. French firms also took part in trade shows in other countries.
In Italy after World War 2, Rome, Florence and Milan had organized couture houses that showed collections semi-annually. In the mid-1970s, the Italian ready-to-were industry started to hold showings in Milan. Firms such as Biagiotti, Gianfranco Ferret, Gianni Versace, Krista, Mission, and Sprain in Women`s Wear; Giorgio Armani in man`s Wear; Fends in furs; and Ferragamo and Gucci in leather products developed international reputations for the design, quality, and Workmanship.
Except for some of the startling designs derived from puck styles by Zandra Rhodes around 1977,the 1970s was a relatively quiet period for English designed, with a return to classic tailoring and promotion of high quality cotton products from firms such as Liberty of London and Laura Ashley. In the 1980s British fashion diversified and’ ‘’ unconventional and innovation’’ styles, many derived from street fashions, once again appeared along with the classics. Princess Diana and Sarah Ferguson, the Duchess of York, helped to draw attention to British fashion designers, through their patronage.
In the 1980s Japan emerged as a major fashion center. A number of Japanese designers, some already internationally known, others relatively unknown outside of Japan, showed their lines at the 1983 paris pret-a-porter show. Many of Japanese designs were radically different from other contemporary fashions and immediately stimulated interest and wide press cover age.