The way we wore

The story of modern fashion—from couture to mass market

The 20th century saw fashion evolve from an exclusive Parisian salon business catering to a wealthy elite, into a global industry employing millions, with new trends whisked into stores before the last model has left the catwalk. Along the way, the signature feminine silhouettes of each era evolved beyond recognition: House of Worth crinolines gave way to Vionnet’s bias-cut gowns, Dior’s New Look to Quant’s Chelsea Look, Halston’s white suit to Frankie B.’s low-rise jeans. In menswear, ready-made suits signaled the demise of bespoke tailoring, long before Hawaiian shirts, skinny ties or baggy pants entered the fore.

20th Century Fashion offers a stylish retrospective of the last hundred years, via 400 fashion advertisements from the Jim Heimann Collection. Using imagery culled from a century of advertising, this book documents the unrelenting pace of fashion as it was adopted into the mass culture, decade by decade. An in-depth introduction, chapter text, and illustrated timeline detail the style-makers and trend-setters, from couture to the mass market; and how the historic events, design houses, retailers, films, magazines, and celebrities shaped the way we dressed—then and now.
The author:
Alison A. Nieder has worked in fashion since 1985, in retail, apparel production, and as a fashion business journalist. She is executive editor of California Apparel News, a fashion trade publication covering the West Coast apparel and textile industries.

The editor:
Cultural anthropologist and graphic design historian Jim Heimann is Executive Editor for TASCHEN America, and author of numerous books on architecture, pop culture, and the history of the West Coast, Los Angeles, and Hollywood. His unrivaled private collection of ephemera has been featured in museum exhibitions around the world and in dozens of books.
20th Century Fashion. 100 Years of Apparel Ads (Jumbo, TASCHEN 25 Edition)

20th Century Fashion. 100 Years of Apparel Ads

, Jim Heimann
Hardcover, 9.4 x 11.9 in., 464 pages
$ 39.99
Multilingual Edition: English, French, German
Availability: In Stock
  • Reviews
"The ultimate historical guide to fashion... A wonderfully nostalgic read for those who might not have been around when some styles first emerged, but can view them all here, the ad"s of yesteryear, along with timelines of styles, that rocked and shocked the fashion world.”
— Shelf Life, Ontario, Canada
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