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. Text in English, French, and German

Fashion of the 20th Century: 100 Years of Apparel Ads

Arts & Photography

Heimann, Jim

Nieder, Alison A.

Graphic Design

Taschen America, LLC

20th Century Fashion. 100 Years of Apparel Ads

History & Criticism

TASCHEN ESPAÑA, S.A.U.

With the addition of just a few letters or an image the simple T-shirt can become a personal billboard. What started as the standard issue undershirt of the U.S. military, by the mid-1970s had evolved into a means of self-expression and individualism. Musical taste, political slant, favorite TV show or movie, vacation destination and brand preference — it's all on a tee. From DIY to the mass market, the printed T-shirt has been embraced by fashion designers and artists, street culture and brand-building corporations. Yet its basic form and function are unchanged. This quintessentially American item — best teamed with a pair of blue jeans — remains the simplest and most direct way of broadcasting our ideals and allegiances, sense of humor and cultural passions. Selected from the collection of Patrick and Marc Guetta, owners of World of Vintage T-Shirts on Melrose Avenue in Los Angeles, this book assembles over 650 stone-cold classics of the genre. Drawn primarily from the golden era of the 1970s and 1980s, these vintage T-shirts are not merely nostalgic artifacts; they represent an historical record of political, popular and corporate thought in America. Vintage T-Shirts documents the most striking variations on this infinitely versatile garment.With an introduction on the history of the T-shirt in American popular culture by Alison A. Nieder, Vintage T-Shirts is an essential work of reference for anyone interested in pop culture, fashion, or graphic design

Vintage T Shirts

Guetta, Patrick

Guetta, Marc

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.

20th-Century Fashion

Best-dressed but busy? Keep on track of your schedule and your style with TASCHEN’s 365 Day-By-Day Fashion, the calendar you can use year after year. Each day you’ll enjoy an inspiring image and quote from 100 years of looks, trends, and glamour, as well as that reassuring feeling of marking every day with the turn of a page. On special dates, you’ll also learn the birthdays of fashion’s most fabulous figures, bringing a little extra creative inspiration to your desktop.

Ads of the 20th Century Fashion

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 toFrankie 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. A TASCHEN classic, now in a new size at an irresistible price!

20th Century Fashion: 100 Years of Apparel Ads

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