Fashion is all about style. Either you develop your own, or you copy it, or both. Either way, it´s important to know the origins of the look. Here, I present to you my ´Twelve Commandments of Style´ in two parts.

American Look

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

American look (1) American look (2)

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