items were made, which were handled by special trustees of the couturier, maintaining
relations with clients and the press.
In America, during the great depression of the 1930s, fashion intensively
developed, but largely depended on European trends and the creativity of the Parisian
couturiers. Elsa Schiaparelli was among the first ones to organize a show of designer
models in New York in 1931. Photographers were not allowed to this show, but artists
were permitted to draw models during the show. From then on designers from Europe
have constantly organized shows in New York and the French fashion served as a
model for imitation. American fashion has not been recognized as such for a long time
[7].
The shows performed the traditional functions of presenting a fashionable outfit,
informing about the trends of fashion transformations, advertising the creativity of a
particular designer, promoting a particular image and style. The form of the show
became less theatrical but more informative. In those years, the comments of a
moderator about each particular model became popular. For those present on the show,
the moderators talked about the characteristics of the model’s cut, its functional
purpose, the features of the materials used. This practice was designed for
representatives of fashion editions, the press, and fashion analysts as professionals
whose competence was formed in the fashion industry.
A similar situation lasted until 1943 when Eleanor Lambert organized the Press
Week show, which received not only recognition but also great popularity as the first
fashion week in New York. Taking advantage of the fact that during the Second World
War the influence of the European fashion on the American fashion market was
significantly weakened, and the press had no opportunity to visit the shows in Europe,
Eleanor Lambert set a precedent by which American fashion gained a status of self-
sufficient and progressive. She believed that the talent of many US designers was not
appreciated appropriately and that the French fashion is not the only one that deserves
attention, and the activities of American designers can seriously compete with the
achievements of European ones. Exclusively the columnists of fashion magazines,
journalists from New York’s weekly papers and newspapers were invited to the first
Press Week. One couldn’t buy anything there because the main task of the organizers
was to demonstrate the potential of American designers. Norman Norell was among
the first to get recognition. The event was successful and gave the expected result:
leading fashion magazines, such as Vogue, were interested in American models and
began to abandon the samples of European fashion in favor of the American [3; 8].
Over time, the Press Week has become the Fashion Week, where, along with
fashion columnists, there were celebrities, influential people who wanted to become
the first consumers of the new trends of the season. In 1993, the Fashion Week in New
York became an official event of the fashion industry. Till 2010, Bryan Park remained
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