Following the invasion of Paris in June 1940, the rest of Europe and the United States were cut off from French couture for four years. During the previous decade, American fashion designers had begun to develop a distinctive style, focusing on easy-to-wear, modern clothing as opposed to the elaborate and elite confections of Paris. Practicality was one prominent characteristic, and resulted in the use of easy-care-fabrics, adaptable styles, and capsule wardrobes with elements that could be interchanged.
The work of New york-based, ready-to-wear designers was promoted as symbolic of American values such as democracy, pioneer spirit, and a pragmatic approach to life.
The creator of the “American Look”,
Claire McCardell (1905 – 1958) is considered one of the most significant designers of contemporary women’s wear. In an era when most fashion was influenced by Parisian haute couture, she drafted practical yet elegant pieces, tailored to fit a modern American lifestyle.
From the 1930s to the 1950s, she was known for designing functional, affordable, and stylish women’s sportswear within the constraints of mass-production, and is today acknowledged as the creator of the "American Look", a democratic and casual approach to fashion that rejected the formality of French couture.
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| 1954 |
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| 1945 |
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| 1946 |
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| 1955-Chagall print |
