The New York Dress Institute: Marketing “That New York Look”

Carol McLennan
Fashion and Textile Studies: History, Theory, Museum Practice

About this Item

Title
The New York Dress Institute: Marketing “That New York Look”
Contributor Names
McLennan, Carol (Author)
Fashion Institute of Technology, State University of New York. Fashion and Textile Studies: History, Theory, Museum Practice (Degree granting institution)
Abrego, Sonya (Thesis advisor)
Date
2021
Degree Information
M.A. Fashion Institute of Technology, State University of New York 2021.
Department: Fashion and Textile Studies: History, Theory, Museum Practice.
Advisors: Abrego, Sonya. Committee members: Lourdes Font; Denyse Montegut; Joanne Arbuckle.
Abstract
In 1941 The New York Dress Institute was founded as a response to the Occupation of Paris, and subsequently, the loss of Parisian fashion design exports during the Second World War. With its establishment, it created a massive marketing campaign for the garment industry in New York City. Sewn into garments were labels with the phrase, "New York Creation" and advertising campaigns highlighted the term "That New York Look." Before the New York Dress Institute was established, this phrase appeared across the country repeatedly promoted with full page articles in the trade publication Women's Wear Daily. Marketing promotion by the J. Walter Thompson Agency was implemented to instill the notion that New York City was a fashion Mecca on par with Paris. What exactly was "That New York Look"? Was this the spark that helped make New York City a style center to rival Paris? Who were the people involved that made this happen and how did it contribute to American style? This paper answers these questions with a particular focus on civic engagement through the efforts of politicians like Fiorello H. LaGuardia, Eleanor Roosevelt, along with entities like, The Fashion Group, garment manufacturers, fashion editors, and the International Ladies Garment Industry, who worked together to make New York City the center of fashion in America.
Subject
Fashion
Fashion design
New York (N.Y.)
Clothing and dress
Fashion merchandising
World War, 1939-1945
New York Dress Institute
History
Rights
In Copyright
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Identifier
FIT Repository ID: etd_000868
pqdiss: 28541118
ISBN: 9798505542545
Related Materials
Also available from ProQuest
Type
Text
Thesis
Language
eng
Publisher
Ann Arbor : ProQuest Dissertations & Theses

Citation

McLennan, C. (2021). The New York Dress Institute: Marketing “That New York Look” [Master's thesis, Fashion Institute of Technology, State University of New York]. FIT Institutional Repository. https://institutionalrepository.fitnyc.edu/item/3926
McLennan, Carol. The New York Dress Institute: Marketing “That New York Look”. 2021. Fashion Institute of Technology, State University of New York, Master's thesis. FIT Digital Repository, https://institutionalrepository.fitnyc.edu/item/3926
McLennan, Carol. "The New York Dress Institute: Marketing “That New York Look”." Master's thesis, Fashion Institute of Technology, State University of New York, 2021. https://institutionalrepository.fitnyc.edu/item/3926