and figurative solution. Thus, the Poiret show represented an integral collection of
oriental-style costumes, for the demonstration of which the designer used specially
organized space and decorations, which since has become traditional.
Unlike in Europe, in America at the beginning of the 20th century, the practice of
displaying finished products was caused by the desire of large department stores to
advertise and distribute commercial products. It was related solely to the mass-
produced clothing. Industrial manufacture of clothes in America was developing
rapidly; therefore department stores were interested in organizing the display of
consumer goods in the premises of the stores or on their territory. The first of the
famous shows took place in 1903 in New York in the Ehrlich Brothers store.
Interestingly, neither the parameters nor the weight or outlines of the figures of the
demonstrators were of particular importance. The main selection criteria were
attractive facial features. Thus, the emphasis was placed on “democracy” and the
availability of replicable outfits [3].
The history of fashion development at the beginning of the 20th century and the
practices of its presentation include the name of an outstanding female fashion designer
Lucile, who actually started the catwalk as we know it today. In 1894, the woman
opened her own Maison Lucile store in Old St. Burlington Street in the West End, the
most fashionable district of London. In 1897, a huge store in Hannover Square
followed. In 1903, Lucile Ltd was formed. The success of design activity allowed
Lucile to eventually open branches in New York (1910), Paris (1911), and Chicago
(1915). Her special attitude to women’s clothing, to how a woman should dress and
feel generally, shaped the image of the fashion designer herself and attracted fans of
her work.
Evening gowns and exquisite silk underwear for them, as well as home dress
peignoirs, which the designer tried to provide with an individual character, enjoyed the
greatest popularity. Lucile’s idea of seductive and sensual lingerie was extremely
simple: now they started to make it not from batiste or flannel, as was customary, but
from silk, silk netting and lace, trying to create seductive and sensual glamorous pieces.
Such a common household item as a nightgown or a peignoir became the
personification of a woman’s charm, her extremely personal and at the same time
public item. The designer also made elegant, simple and laconic suits and clothes for
every day. Not just the royal persons and aristocrats – the trendsetters of the early 20th
century – but also famous actresses and demimondaines dressed in the Lucile fashion
house. At the turn of the century, these women owned the glamorous and luxurious
world of fashion, which they created, consumed, advertised and popularized through
their own appearance [5].
Actresses made up a significant part of Lucile’s clients. For them, she designed
clothes for any occasion, so that, like on stage, they looked glamorous in life. She
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