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Sporty Vibes &

Sporty Vibes &

The American Look

Our sporty chic collection, with comfortable, loose clothes in red and blue couldn’t get any more American. Sportswear, synonymous with the American Look, was what put American fashion center stage — a stage that Paris once dominated. Though clothes worn to the gym, on tracks and basketball fields spring to mind, sportswear didn’t always look that way. Think pullover dresses and saddle draped skirt for women who enjoyed horseback riding. That was the sportswear of the 1930s.

Couture, and men, led the way

Before the American Look disrupted the industry, Parisian male designers steered the wheel while other designers took the backseat. The only designers who were thought to have a creative streak were Parisian male couturiers. Women were believed to be subjective and wanting to please themselves rather than please men. And other designers were just not taken as seriously. Fashion was created by Parisian couturiers and copied by American, and other, dressmakes across the world to be sold for a reasonable price.
Since couture was expensive and could only be worn by the rich, fashion was exclusively based on the lifestyle of a few elite European women whom the Parisian designers designed for.

Fashion and function fuses beautifully with this luxurious take on an original mariner's garment created with a satin finish.

Fashion and function fuses beautifully with this luxurious take on an original mariner's garment created with a satin finish.

Add a touch of sophistication to your sporty shorts with this fresh and vibrant shirt created in quality Portuguese linen.

Add a touch of sophistication to your sporty shorts with this fresh and vibrant shirt created in quality Portuguese linen.

Paris is out New York is in

The Great Depression and World War II spurred the change women’s fashion needed. As men were sent out to war, more women were needed in the workforce. This meant comfortable, but stylish clothes were needed. However, Paris was isolated from the world after German’s invasion was what had a greater effect on the industry. With Paris no longer the purveyor of style, New York was free from outside impressions for the first time in a long time. Rue de la Paix and Place Vendôme were swapped for Seventh Avenue in Manhattan.

Women change the game

The fashion press, desperate for news, started reporting on American designers who were now designing for the everyday woman; women who joined the workforce and have now become more interested in sports. Despite many male designers’ prejudice against women designers, women were the ones who were the prominent sportswear designers. They were successful because they were solving problems their customers experienced daily — problems they too experienced. Designers like Claire McCardell, created loose dresses and pants that were comfortable to work in, enjoy golf in and that transitioned effortlessly to evening wear. Sequined flapper dresses, padded hips and shoulders were unseemly, frivolous and unpatriotic in time of war, so pants and simple dresses entered the picture which put American designers, and sportswear, center stage.

The Elana dress is loose, comfy and with a lovely drape. With the right accessories, the dress can easily be transformed to an elegant evening dress with an edge.

The Elana dress is loose, comfy and with a lovely drape. With the right accessories, the dress can easily be transformed to an elegant evening dress with an edge.

The fashionable Celine pants make it simple to achieve a sporty look that is elegant enough for work. It has a fluid drape and silky movement making it extremly feminine. It's the perfect American Look.

The fashionable Celine pants make it simple to achieve a sporty look that is elegant enough for work. It has a fluid drape and silky movement making it extremly feminine. It's the perfect American Look.

Get the American Look

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