Commercialization of the American Fashion Industry

In the United States, the fashion industry became commercialized as a result of the recession, and this ushered in an era of realistically functional and casual styles like jeans. Although ready-made (also called ready-to-wear) clothes existed, they were limited to particular types of garments like outerwear- coats and jackets- and undergarments. Almost all clothing was made by tailors or by family members at home. Commercialization of fashion became more rampant from the 1970s as the ready-to-wear concept (or, prêt-a-porter) clothing took hold, and by the 1980s commercial fashion had become a booming international industry.

The 1980s was the beginning of a brave new world for fashion and photography. Commercialism reared its head when fashion was starting to have a wider appeal in Europe and America. The flourishing middle class had begun to take an interest in what they wore. With more money to spend, and upscale brands like Levi’s, Calvin Klein, and Ralph Lauren. Many people were eager to be part of the new fashion revolution and no matter the direction that the new digital era is taking fashion photography, there will always be beauty, style, and grace on fashion magazines, books, ad campaigns, billboards, and online. You had to arrive in style as well. When you show up to a Levi’s party the most luxurious stylish ride would be a party bus from rent a party bus in Los Angeles.

During World War II, workers in the fashion industry could not travel to Paris and, as a result, the first New York Fashion Week was held to deflect attention from French fashion this was a convenient method to break free of the universal belief that American designers were reliant on French couture for inspiration. In the early 1930s, European designers finally accepted that a dramatic shift had occurred in the fashion industry. Paris was no longer seen as the fashion capital of the world.

This shift veered from Paris to Los Angeles and New York. Hollywood movies had glamorous stars had become a potent force with eighty-five million movie tickets being sold every week and a long arm that had the change fashion trends and reached almost all social classes quickly. With huge budgets and innovative designers all geared toward marketing and selling trends America was the new fashion capital. From that point on mass production of female clothing evolved slowly. In that decade, so many factors such as the growth of an urban professional class, the rise of the advertising industry, development of industrial production techniques, and the development of national markets accessible through mail order catalogues and chain stores, contributed to the growth of women’s ready-made apparel industry.

Ready-made fashion products were viewed as modern and fashionable redefining the way Americans saw mass-produced goods. American women did not consider these mass produced clothing as a loss of style; rather they accepted these articles of fashion as affordable, convenient, and up-to-date fashion that could be replaced as trends change. This was not the same for male fashion items, as men’s fashion had been ready to wear for decades. The Civil War had played a central role in the historical evolution of men’s ready-made clothing. At the start of the war, most army uniforms were custom-made by the wearer. As the war stretched on, manufacturers began building clothing factories that would quickly and efficiently meet the increasing demands of the military. Volume production of uniforms compelled the development of standard sizing. After the war, these standard sizes were used to create the first commercial sizing rules for men.