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    American Look

    Februar 2nd, 2011

    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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    Madeleine Vionnet

    Januar 28th, 2011

    Madeleine Vionnet, French fashion designer, lived from 1876 to 1975. The designer made a name for herself for introducing the bias cut to the fashion world. Known for her elegant Grecian style, Vionnet was called the ‘Queen of the bias cut’ and ‘The Architect among Dressmakers’. Since she put such an afford in designing her clothes always in a way that showed the natural curves of a female’s body, women just loved her as a fashion designer.


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    Bias Cut

    Januar 10th, 2011

    A ‘bias-cut’ is a technique used by designers for cutting fabrics diagonally across the grain. A method, that creates stretch to an otherwise stretch-less fabric, giving the designer the ability to carve out body lines and curves.


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