Gronow, Jukka, Zhuravlev, Sergey

Fashion Meets Socialism — Fashion industry in the Soviet Union after the Second World War

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The Soviet Union was not renowned for its fashionable clothing. However, after the World War II the Soviet Government opened several parallel organizations of fashion design with fashion houses and ateliers all over the country. The post-war decades witnessed hot debates on destalinization, economic and social reforms and the increasing importance of the public opinion. The cold war and the peaceful competition between the two systems left their marks on clothes fashion. Fashion offers a good insight into Soviet economic planning. Despite increasing opulence, Soviet consumers were not satisfied. Soviet experts on fashion propagated small series of fashionable clothing and the opening of boutiques which never seriously challenged industrial mass production. Using a great variety of unique historical sources the book analyzes the changing economic, social and cultural conditions of Soviet fashion which faced many problems but had real achievements to show too.

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