Fashion parades - for men only: Multiple tailor Hepworths, designer Hardy Amies and the marketing of men's suits in Britain in the 1960s

Sprecher, D. 2019. Fashion parades - for men only: Multiple tailor Hepworths, designer Hardy Amies and the marketing of men's suits in Britain in the 1960s. Critical Studies in Men's Fashion. 6 (1&2), pp. 161-178. https://doi.org/10.1386/csmf_00010_1

TitleFashion parades - for men only: Multiple tailor Hepworths, designer Hardy Amies and the marketing of men's suits in Britain in the 1960s
TypeJournal article
AuthorsSprecher, D.
Abstract

This article will examine the use of male fashion shows as a marketing and promotional tool by British high street multiple tailor Hepworths in the 1960s as part of their design collaboration with women’s fashion designer and couturier Hardy Amies. The partnership successfully brought the concept of the branded designer label to British men for the first time and was a major initiative for the menswear industry as it highlighted and consolidated a design ethos which strongly emphasized men’s fashion. Drawing on a wide range of primary source material including oral history interviews with two male models who worked for Hepworths and Amies; object studies of surviving garments; and film and images of the shows, this article will explore the significant and innovative approach to selling men’s fashionable tailoring taken by this mid-market menswear company. It also provides a broader understanding of the history of men’s fashion during this period, a narrative which is dominated by the concept of the peacock revolution, by demonstrating Hepworths’ important contribution to everyday men’s fashion in post-Second World War Britain.

Keywordsfashion shows, fashion parades, menswear, tailoring, suits, multiple tailors, male models
JournalCritical Studies in Men's Fashion
Journal citation6 (1&2), pp. 161-178
ISSN2050-070X
2050-0718
Year2019
PublisherIntellect
Accepted author manuscript
File Access Level
Open (open metadata and files)
Digital Object Identifier (DOI)https://doi.org/10.1386/csmf_00010_1
Publication dates
Published01 Sep 2019

Related outputs

Undercover – From Necessity to Luxury: The Evolution of Face Coverings During COVID-19
Groves Andrew and Sprecher, D. 2021. Undercover – From Necessity to Luxury: The Evolution of Face Coverings During COVID-19. Online 11 May - 05 Jun 2021

Masking Masculinity – An overview of the mask in menswear before and after COVID-19
Groves, Andrew and Sprecher, D. 2021. Masking Masculinity – An overview of the mask in menswear before and after COVID-19. Face Off: The Provocation and Possibilities of Face Masks and Head Coverings. Manchester Metropolitan University 13 - 14 Jan 2021 Manchester Metropolitan University.

Demob Suits: One Uniform for Another? Burtons and the Leeds Multiple Tailors' Production of Men's Demobilization Tailoring after the Second World War
Sprecher, D. 2020. Demob Suits: One Uniform for Another? Burtons and the Leeds Multiple Tailors' Production of Men's Demobilization Tailoring after the Second World War. Costume. 54 (1), pp. 108-130. https://doi.org/10.3366/cost.2020.0145

Invisible Men: An Anthology from the Westminster Menswear Archive
Sprecher, Danielle and Groves, Andrew 2019. Invisible Men: An Anthology from the Westminster Menswear Archive . Ambika P3, London 24 Oct - 24 Nov 2019

I am an ordinary man: Getting and wearing suits in Britain 1945-1980
Sprecher, D. 2019. I am an ordinary man: Getting and wearing suits in Britain 1945-1980. Everyday Fashion: Extraordinary Stories of Ordinary Clothes. University of Huddersfield and University of Leeds 27 - 28 Jun 2019 University of Huddersfield.

Invisible Men: An Anthology from the Westminster Menswear Archive
Groves Andrew and Sprecher, D. 2019. Invisible Men: An Anthology from the Westminster Menswear Archive.

Invisible Men Conference
Groves Andrew and Sprecher, D. 2019. Invisible Men Conference . Invisible Men Conference. Ambika P3 29 - 29 Oct 2019

Knitwear in the Westminster Menswear Archive: Building a Collection
Sprecher, D. 2018. Knitwear in the Westminster Menswear Archive: Building a Collection. In the Loop at 10. Winchester School of Art, University of Southampton 19 - 20 Jul 2018 University of Southampton.

Fashionable Yorkshire – Five Centuries of Style
Sprecher, D. and Raw, Natalie 2017. Fashionable Yorkshire – Five Centuries of Style. Lotherton Hall, Leeds Museums and Galleries 16 Mar - 31 Dec 2017

The University of Westminster menswear archive: developing a new resource
Sprecher, D. 2017. The University of Westminster menswear archive: developing a new resource. Masculinities Hub Symposium: Masculinities and Archives. London College of Fashion 18 - 18 Nov 2017 London College of Fashion.

Well Dressed Men: From Montague Burton to Topman
Sprecher, D. 2016. Well Dressed Men: From Montague Burton to Topman. in: Selby, Elizabeth (ed.) Moses, Mods and Mr Fish: The Menswear Revolution London Jewish Museum London. pp. 79-88

Fashion for the High Street: The Design and Making of Menswear in Leeds 1945-1980
Sprecher, D. 2016. Fashion for the High Street: The Design and Making of Menswear in Leeds 1945-1980. PhD thesis University of Leeds School of History

Tailored: A Very British Fashion
Sprecher, D. and Raw, Natalie 2015. Tailored: A Very British Fashion.

Permalink - https://westminsterresearch.westminster.ac.uk/item/qz51v/fashion-parades-for-men-only-multiple-tailor-hepworths-designer-hardy-amies-and-the-marketing-of-men-s-suits-in-britain-in-the-1960s


Share this
Tweet
Email

Usage statistics

23 total views
34 total downloads
0 views this month
0 downloads this month
These values are for the period from September 2nd 2018, when this repository was created

Export as