You Should Be Reading: International couture: The opportunities and challenges of expansion, 1880–1920

This week, Worn Through would like to highlight “International couture: The opportunities and challenges of expansion, 1880–1920” and encourage you to add it to your reading lists.

Font, Lourdes. “International couture: The opportunities and challenges of expansion, 1880–1920.”  Business History: Special Issue: Fashion vol. 54, no.1 (2012): 30-47.

About the author: Lourdes Font is an Associate Professor of Fashion and Textile Studies at the Fashion Institute of Technology. She received her MA and PhD from the Department of Art and Art Professions at New York University.

This paper explores the topic of the expansion of the haute couture businesses in the late nineteenth and early twentieth centuries across international frontiers. Concentrating on the period before and during World War I and on the couture houses of Worth, Paquin, Drecoll, Redfern, Boué Soeurs and Lucile, it argues that international expansion was accompanied by the rapid development of innovative marketing and promotional practices, but hampered by obstacles that were ultimately impossible to overcome.

Image Credit: Metropolitan Museum of Art

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