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Vogue founded in France
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Mademoiselle Coco Chanel, it first came to prominence its philosophy was to emphasise understated elegance through her clothing. Her popularity thrived in the 1920s, because of innovative designs. Chanel's own look itself was as different and new as her creations.
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Many fashion houses left Paris (eg Maison Vionnet and the Maison Chanel)
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taking possession of over half of what France produced, including high fashion, and was considering relocating French haute couture to the cities of Berlin and Vienna,
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number of employed models was limited to seventy-five and designers often substituted materials in order to comply with wartime shortages.
As a result of the frugal wartime standards, the practical zazou suit became popular among young French men.
only true way for a woman to flaunt her extravagance and add colour to a drab outfit was to wear a hat. -
in contrast to the Parisienne, the Vichy regime promoted the model of the wife and mother,
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the fashion magazine Elle was founded
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Other important houses of the period included Pierre Balmain and Hubert de Givenchy (opened in 1952).
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with tiny waists, majestic busts, and full skirts swelling out beneath small bodices, in a manner very similar to the style of the Belle Époque.
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Coco Chanel herself returned to Paris