"Producing Fashion" looks to the past, revealing the rationale behind style choices, while explaining how the interplay of custom, invented traditions, and sales imperatives continue to drive innovation in the fashion industries.

Chapter 1. Rethinking Fashion
-Regina Lee Blaszczyk
PART I. ORGANIZING THE FASHION TRADES
Chapter 2. Spreading the Word: The Development of the Russian Fashion Press
-Christine Ruane
Chapter 3. Accessorizing, Italian Style: Creating a Market for Milan's Fashion Merchandise
-Elisabetta Merlo, Francesca Polese
Chapter 4. In the Shadow of Paris? French Haute Couture and Belgian Fashion Between the Wars
-Véronique Pouillard
Chapter 5. Licensing Practices at Maison Christian Dior
-Tomoko Okawa
PART II. INVENTING FASHIONS, PROMOTING STYLES
Chapter 6. The Wiener Werkstäet;tte and the Reform Impulse
-Heather Hess
Chapter 7. American Fashions for American Women: The Rise and Fall of Fashion Nationalism
-Marlis Schweitzer
Chapter 8. Coiffing Vanity: Advertising Celluloid Toilet Sets in 1920s America
-Ariel Beaujot
PART III. SHAPING BODIES, BUILDING BRANDS
Chapter 9. California Casual: Lifestyle Marketing and Men's Leisurewear, 1930-1960
-William R. Scott
Chapter 10. Marlboro Men: Outsider Masculinities and Commercial Modeling in Postwar America
-Elspeth H. Brown
Chapter 11. The Body and the Brand: How Lycra Shaped America
-Kaori O'Connor
PART IV. CUSTOMER REACTIONS, CONSUMER ADAPTATIONS
Chapter 12. French Hairstyles and the Elusive Consumer
-Steve Zdatny
Chapter 13. Ripping Up the Uniform Approach: Hungarian Women Piece Together a New Communist Fashion
-Katalin Medvedev
Chapter 14. Why the Old-Fashioned Is in Fashion in American Houses
-Susan J. Matt
Notes
List of Contributors
Index
Acknowledgments

Edited by Regina Lee Blaszczyk