IT'S SUCH A NEW LOOK!

Debris and renewal. The fashion in the post war period started again from a simple act of catharsis. The austerity that characterized the years of the war had to be forgotten. The burst of optimism, the new aesthetic dimension took the start in that very discouraged and, years earlier, occupied France. An authentic style and a soft elegance would take the place of the boxy military uniforms. Light skirts, wasp waists and a delicate prosperity would for the next 10 years be the rules that fashion would respect. The author of this revolution was a French designer, Christian Dior.  Exactly the 12th of February 1947 at 10.30 am in the halls of the Maison on avenue Montaigne number 30, he presented his new idea of the woman with a spring-summer collection of 90 models. Carmel Snow, editor-in-chief of Harper's Bazaar, would later name this the New Look. The Maison was flooded with orders from famous international customers from Rita Hayworth to Evita Peron. Dior also began to sell the exclusive rights for the individual models, thus creating a precedent which became later very common, and ensuring that the New Look could be produced all over the world as a international trademark. A new style was born and with it a different concept of fashion came to life.