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20th-Century Fashion. 100 Years of Apparel Ads

Hardcover, 5.9 x 7.7 in., 2.43 lb, 592 pages
US$ 25
Multilingual Edition:
English, French, German
Multilingual Edition: English, French, German
Availability: In Stock
In this illustrated fashion story, 400 fashion advertisements from the Jim Heimann Collection trace not only the changing trends and silhouettes of the 20th century but also the evolution in their marketing, as fashion developed from an exclusive Parisian salon business into today’s global mega-industry.

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Customer reviews (2)

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 for the wealthy elite into a global industry employing millions, with new trends whisked into stores before the last model has even left the catwalk.

Along the way, the signature silhouettes of each era evolved beyond recognition. For women, 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 or skinny jeans entered the game.

20th-Century Fashion offers a retrospective of the last hundred years of style via 400 fashion advertisements from the Jim Heimann Collection. The images trace not only the changing trends but also the evolution in their marketing and audience, as fashion was adopted into popular culture and the mass market, decade by decade. An in-depth introduction and illustrated timeline detail the style-makers and trendsetters, and how 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

Jim Heimann is the Executive Editor for TASCHEN America. A cultural anthropologist, historian, and an avid collector, he has authored numerous titles on architecture, pop culture, and the history of Los Angeles and Hollywood, including TASCHEN’s Surfing, Los Angeles. Portrait of a City, California Crazy, and the All-American Ads series.

20th-Century Fashion. 100 Years of Apparel Ads
Hardcover, 5.9 x 7.7 in., 2.43 lb, 592 pages
ISBN 978-3-8365-2279-3
Multilingual Edition: English, French, German
Bibliotheca Universalis — Compact cultural companions celebrating the eclectic TASCHEN universe!

Customer reviews (2)

Absolutely amazing, as usual

Deniss, October 30, 2021
I've bought this one as a birthday present for my friend, who's a part of a fashion world. Needless to say, he was absolutely happy with the present.
I love TASCHEN all the way. Every book I bought (and I have about 25 of them at the moment) gives me some true emotional pleasure. Thanks a lot for that feeling.

Looking back on vintage ads of 20th century

Marius, October 27, 2021
By looking into ads you can see how culture changed over the years. How it started to be more brave in 70-80s
20th-Century Fashion. 100 Years of Apparel Ads (Bibliotheca Universalis)
20th-Century Fashion.
100 Years of Apparel Ads
US$ 25
20th-Century Fashion. 100 Years of Apparel Ads (Bibliotheca Universalis)