Degree Type
Dissertation
Date of Award
2005
Degree Name
Doctor of Philosophy
Department
Textiles and Clothing
First Advisor
Jane Farrell Beck
Second Advisor
Jean Parsons
Abstract
This study examines the American fashion designer portrayed through diverse publicity generated in various popular culture formats during the Depression era, 1930--1940. Through career literature, fiction, feature film, and promotion in magazine articles, the American woman came to know the creators of her fashions. Themes of wholesale design, retail design, income and perquisites, education and training emerged. Other themes such as client relations, selling, work process, and attitudes toward the French mystique were also discussed. A picture developed of a profession with unlimited opportunity which allowed women to rise to executive leadership, utilize creativity and artistic talent, earn a lucrative salary, and enjoy travel and lavish social opportunities.;Over fifty designers were profiled in career literature and magazine interviews during an era that has been widely regarded as one where designers worked in complete anonymity. American designers of the 1930s were promoted as feminine, chic sophisticated, wealthy and original on one hand. On the other hand they were regular people, practical, managerial and American. Promotion with this combination of traits and qualities made them superstars. American designers were not dressmakers in the employ of wealthy patrons. They were the new leaders of style and good taste, yet approachable to the estimated 45 million American women who purchased garments manufactured by the American apparel industry.
DOI
https://doi.org/10.31274/rtd-180813-129
Publisher
Digital Repository @ Iowa State University, http://lib.dr.iastate.edu
Copyright Owner
Sheryl Ann Farnan
Copyright Date
2005
Language
en
Proquest ID
AAI3172213
File Format
application/pdf
File Size
202 pages
Recommended Citation
Farnan, Sheryl Ann, ""It is a profession that is new, unlimited and rich!": the promotion of the American fashion designer in the 1930s " (2005). Retrospective Theses and Dissertations. 1235.
https://lib.dr.iastate.edu/rtd/1235
Included in
American Studies Commons, Art and Design Commons, Film and Media Studies Commons, Mass Communication Commons, United States History Commons