- Fashion advertising can be traced back to fashion plates, which were introduced in France and England during the late sixteenth and seventeenth centuries. These fashion illustrations were the first advertising vehicles used to sell clothing. Fashion illustrations continued to sell clothing through the eighteenth and nineteenth centuries in fashion magazines such as the Lady's Magazine, Godey 's Lady's Book, and the Gallery of Fashion. Advertisements became more sophisticated with the introduction of photography in fashion magazines in 1913, notably by Harper's Bazaar (1867) and Vogue (1892). However, early ads were a combination of image and copy. The growing number of retail establishments and clothing manufacturers found that advertising in newspapers and magazines gave them a competitive advantage. By the 1930s, photography replaced illustration and advertising agencies devised ads that not only sold product but more importantly, projected an image. In the 1950s, fashion's landscape changed with the baby boom and 1960s press promotions were selling and marketing an image of "youth." Fashion advertising in the 1970s exploded with a plethora of jeans ads. Calvin Klein was the first designer to use the media to his advantage, beginning with his jeans ads featuring Brooke Shields. Throughout the 1980s, 1990s, and 2000s, advertising agencies realized that controversy sold products. A series of print and billboard ads created buzz, such as those from United Colors of Benetton which addressed race, religion, and health issues; Kenneth Cole's shoe ads which made social and political statements; Calvin Klein ads flirted with sex, drugs, and rock 'n' roll; and Dove beauty ads featured plus-size women as the "real beautiful." The use of supermodels, celebrities, and iconic sports figures in the 1990s and 2000s made advertising a powerful tool for the fashion industry and often overshadowed the merchandise itself.
Historical Dictionary of the Fashion Industry. Francesca Sterlacci and Joanne Arbuckle.
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Advertising, marketing, and branding — Fashion advertising and marketing, it could be argued, dates back to ancient Mesopotamia when wall carvings and drinking vessels served as advertisements for the fashion of the times. Later, paintings of aristocrats in fashionable dress provided… … Historical Dictionary of the Fashion Industry
Fashion photography — Since the invention of photography in 1839, clothes have been depicted in portraits. However, it was not until the 1850s that French couture houses began using photographs to document their collections, starting with Parisian photographers in… … Historical Dictionary of the Fashion Industry
Fashion magazines — The first publication to feature fashion was France s Le Mercure Galant in 1678. Fashion illustrations, in the form of fashion plates, depicted the latest in fashion trends and listed suppliers names. As interest in fashion steadily increased… … Historical Dictionary of the Fashion Industry
Fashion journalism — This type of journalism is mainly defined as the communication of fashion information using a variety of means whether through trend related reportage or subjective commentary. Fashion journalists can cover fashion shows and events or write… … Historical Dictionary of the Fashion Industry
Fashion photographer — A person who specializes in taking photographs of fashion for advertising or editorial purposes to appear in magazines, trade publications, catalogs, press kits, Internet, and elsewhere. Among the best known fashion photographers are Richard… … Historical Dictionary of the Fashion Industry
Fashion Photojournalist — A person who specializes in taking photographs of fashion for advertising or editorial purposes to appear in magazines, trade publications, catalogs, press kits, Internet, and elsewhere. Among the best known fashion photographers are Richard… … Historical Dictionary of the Fashion Industry
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