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The Theatre of Fashion: Staging Haute Couture in Early 20th-Century France
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Journal Article
The Theatre of Fashion: Staging Haute Couture in Early 20th-Century France
2001
Overview
Examines the exploitation of the \"star\" system for the commercial purpose of launching new clothing styles. Focuses on the 20th-century French theater of fashion that used familiar commodity tie-ins by actors to promote consumer products to female audiences. Informs that famous stage actors were featured in full-length portrait photographs accompanied in each case by a prominent caption identifying not only the actor and the title of the dramatic production in which she starred, but also the designer of the dress she wore. Indicates that no couturier of the early 20th century exploited the theatrical potential of fashion more assiduously or imaginatively than Paul Poiret. Concludes that while the fashion-play could be condemned for its capitulation to commercial manipulation, it could praised for its delivery of spectator visual pleasures to enormous audiences.
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