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    American Look

    The ‘American Look’ describes a distinct style or outfit invented during the 1940s by American fashion designer Claire McCardell. During World War II, when European designer were almost inactive, McCardell started to design affordable but fashionable women’s sportswear which later on became widely known as the ‘American Look’. First and foremost, McCardell’s designs were practical and allowed women to move easily in her bias-cut dresses and sweaters. Fabric-wise, the designer started using denim and wool jersey, which wasn’t in general use back at the time. In retrospect, McCardell is somewhat of a pioneer of the fast fashion industry that evolved in the mid 1990s. She’s qouted saying: “I belong to a mass production country where all of us deserve the right to good fashion”.

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