A decade before the "British Invasion" and the invention of Swinging London, a few American fashion buyers started to sense that something was happening with British fashion. At this point Life magazine sat up and took notice, and the result was this article. Notice how the models are all photographed against tourist-friendly typical English backgrounds!
U.S. BUYS FALL'S SLEEK STYLES
Best known in the U.S. for sturdy tweed suits and ball gowns designed for curtseying, Britain is coming across this fall with some slicked up stitching. A group of U.S. fashion leaders, detouring to London on their regular trek to Paris, were pleasantly startled at the new styles show by London's regular wholesale manufacturers who sell their clothes "off the peg" (ready-made) at extremely reasonable prices. Without losing any of their traditional workmanship, these highly wearable British clothes have added splashy colors, textured woolens, clinging jerseys and light-weight tweeds. They are made into daringly form-fitting dresses or elegantly handsome coats and suits. Enthusiastic word of London's fashion renaissance was traveling fast among buyers still in Europe and in a few weeks the first clothes would be in the U.S. to speak for themselves.
TIGHTLY FITTED DRESS made of flecked lightweight tweed has scoop neck and a beltless middle. Made by Starke of London, it will cost $40 at Gimbels.
BULKY TWEED ENSEMBLE from Dorville consists of snug dress and coat (Gimbels $180). It is worn outside house where Painter-Poet Rossetti lived.
LONG FITTED TORSO and gathered skirt make up a red wool jersey dress from Horrockses (B. Altman & Co., $50). This is the Thames embankment with Houses of Parliament visible in background.
BRITISH TAILORING is shown off in Matita's neat little suit of Yorkshire worsted in shepherd check which has a velvet collar and inset waistcoat (Filene's $100). This is in the Burlington Arcade.
FLECKED TWEED is used for Starke of London's two-piece dress with loose overblouse and knit sleeves (Gimbels, $40) worn with knit cap. Striding figure is doorman of Connaught Hotel.
BRASH STRIPES of black and shocking pink brighten a classic knit blazer from Dorville Boutique (Filene's, $18) worn with a knit derby. The scene is a cricket ground in Motspur Park.
SPONGY TWEED is used by Spectator Sports for suit with leather tabs (Lord & Taylor, 100) worn here in a bright red outdoor phone booth.
It's just a shame that Life couldn't photograph these outfits in colour, because it sounds as if their vibrant colours were a large part of their fashion appeal!
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