CHAPTER ELEVEN. The Body and the Brand: How Lycra Shaped America

Chapters in this book

1. Frontmatter i
2. CONTENTS v
3. CHAPTER ONE. Rethinking Fashion 1
4. PART I: Organizing the Fashion Trades
5. CHAPTER TWO. Spreading the Word: The Development of the Russian Fashion Press 21
6. CHAPTER THREE. Accessorizing, Italian Style: Creating a Market for Milan's Fashion Merchandise 42
7. CHAPTER FOUR. In the Shadow of Paris? French Haute Couture and Belgian Fashion Between the Wars 62
8. CHAPTER FIVE. Licensing Practices at Maison Christian Dior 82
9. PART II: Inventing Fashions, Promoting Styles
10. CHAPTER SIX. The Wiener Werkstatte and the Reform Impulse 111
11. CHAPTER SEVEN. American Fashions for American Women: The Rise and Fall of Fashion Nationalism 130
12. CHAPTER EIGHT. Coiffing Vanity: Advertising Celluloid Toilet Sets in 1920S America 150
13. PART III. Shaping Bodies, Building Brands
14. CHAPTER NINE. California Casual: Lifestyle Marketing and Men's Leisurewear, 1930-1960 169
15. CHAPTER TEN. Marlboro Men: Outsider Masculinities and Commercial Modeling in Postwar America 187
16. CHAPTER ELEVEN. The Body and the Brand: How Lycra Shaped America 207
17. PART IV. Customer Reactions, Consumer Adaptations
18. CHAPTER TWELVE. French Hairstyles and the Elusive Consumer 231
19. CHAPTER THIRTEEN. Ripping Up the Uniform Approach: Hungarian Women Piece Together a New Communist Fashion 250
20. CHAPTER FOURTEEN. Why the Old-Fashioned Is in Fashion in American Houses 273
21. NOTES 293
22. CONTRIBUTORS 349
23. INDEX 353
24. ACKNOWLEDGMENTS 365