n.05_September_October.2009.Englisch._

3.Manolo

Blahnik

• LANGUAGEENGlISHFOR.•.

FASHION

U

ntilthe18thcentury,followingfashionwasa privilegeof

therichandpowerful.suchasmembersofroyalfamilies.

But the Industrial Revolution made itpossibleto mass-

producearticlesofclothing,anditallowedthemiddleand

bourgeoisc1assestowearthelateststyles.

Inthefirsthalfor 50 ofthe20thcentury,HolJywood's

filmstarsbecamethewOfld'sbiggestfashiontrendsetters.

MarleneDietrichcauseda scandalbywearingtrousers,and

whenClarkGableremovedhisshirttoshowhisbareehest

inItHappenedOneNight,~of~fellovernight.

However,hautecouturemadeInParisCl(Londonremained

extremelyexpensive,besookeandavailableonlytoa lim-

itednumberofwealthycustomers.Everythingchangedin

1947,whentheFrenchdesignerChristianDiorlaunched

his"NewLook"collection.Hehadjudgedthepublicrnood

perfectly,andhisfeminine,elegantstyleswereanimmedi-

atesuccess.Fashionhousesbeganproducingready-to-wear

QUIZ: Styleanddesiln

Choosetheeorreetanswers.

a) HowmanytimeshasBritishmodelKateMossbeen

onthecoverofamagazine?

1. 100 2. 200 3. 300

b) Whichdesignerannouncedhisretirementin2002?

1.Vafentino 2.YvesStLaurent 3.TomFord

el Whois thedesignerforthehouseofChanei?

1.Karllagerfeld2.JohnGalliano 3.IsseyMiyake

d) WhichfashionhouseproducesthelegendaryBirkin

handbag?

1.Hermes 2.Prada 3.Dior

e) Whichshoedesignerwasthefirstmantoappearon

thecoverofBritishVogue?

1.Raymond 2.JimmyChoo

Clark

Answersonpage 87

82 BusinessSpotligbt

EinsteinluxusfürdieBetuchtenundProminenten,

ist Modeheuteauchfürjeden Durchschnittsbürger

erschwinglich,wieMAXIHEHOWELLSerklärt.

(pret-a-porlet1collections,andotherclothingmakersrushed

togettheirowncopiesontothemarket.

Soon,hjghstreet boutiquesstartedofferingaffordable

fashionanddesignerperfumes.Theboomingeconomyof

the 19805 wasaccompaniedbya greatdesirefordesigner

labels.Fashionhausesthendiversified.andstartedselling

everythingfromhandbagstosunglasses.

Fashionisagiobaiindustry,withinfluential"fashion

weeks"heldinParis,NewYork,[email protected]

year.Designersshowtheirlatestcollectionsatcatwalk

~,whichareattendedbyfashion-industryinsiders,in-

cludingjournalistsandbuyers.Thestylespresentedwill

dictatewhat's"in"andwhat's"out"forthecomingseason.

Buttherecessionhashitthefashionindustryhard.Inter-

estingly,salesofsomedesignerlabelsaredoingweil,as

followersoffashionbuyinvestmentpiecessuchasexpen-

sivehandbags.Othercon5umerstrytolowerthecostof

fashionthrough"swishjng"events,wherepeople.ID'@Qused

articlesofclothing,orbybuying..~" pieces.Some

fashjonjstasgowshoppingneutral",sellingpiecesinorder

togetmoneytobuynewclothingoraccesSQrjes.Ascus-

tomersbecomemoreawareofhowgarmentsaremade,

"fair-trade"cJothinghasbecomemorepopular,too.

Today,ourfashioniconsarestillcelebrities.Andthanks

to"fastfashion",mass-markelproductionofcatwalkcopies,

wecanget"thelook"quicklyandinexpensively.Fashion

hasbecomemoreavailable,andaffordab.le,thanever.

accessoryl:lk'scs:lrij Accessoire

bespoke[bi'~p...,kJUK ma611escllneldert

bourgeoisdass Bürgertum

l'btJOI3W(l:''''';;;;'~'I~"",''''''__''bCC- _

catwalkshow('b:tw:l:l;I~"l Modenschau

(calwalkUK Laufsteg)

celebrity[s:I'kb"'lij Prominente(rl

lashilllllcon['CId.",a,lmnl Stil-,Mode-lkone

fashionista[,f"'I,,'ni:st~1ihnl. Modefreak,modebewusstePe~

pm1ftIt('9U:m~tl Kleidungsslück

hi&hs~t('baislri:!1UK Haupteinkaulsstraßen-,lnnensladt-

launchsth.[b:ntJl etw.aufdenMaf1tlbringen

MAXINEHOWELLSisaneditoratQxiordUniversity

PressanddevelopsBusinessEnglishandESPmale-

rials.Cantact:[email protected]

5/2009