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Deco DandyDesigning Masculinity in 1920s Paris$
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John Potvin

Print publication date: 2020

Print ISBN-13: 9781526134790

Published to Manchester Scholarship Online: May 2021

DOI: 10.7765/9781526134806

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PRINTED FROM MANCHESTER SCHOLARSHIP ONLINE (www.manchester.universitypressscholarship.com). (c) Copyright Manchester University Press, 2022. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in MSO for personal use.date: 26 January 2022

Industry and luxury

Industry and luxury

(p.231) 6 Industry and luxury
Deco Dandy

John Potvin

Manchester University Press

The chapter boasts being the first attempt at analysing the role played by men’s fashion not only at the grand 1925 Exposition des Arts Décoratifs et Industriels Modernes as well as at subsequent French expositions abroad, but also as a luxury object which actively participated in the efforts of a post-war civilising mission. The chapter then explores the ways in which men’s fashion was staged, advertised and discursively constructed at art deco’s most anticipated and celebrated exposition and the new directions it quietly promised in establishing a French sense of post-war rational, industrial luxury in France and abroad. The chapter’s ambition to expand the cultural history of post-war commodity culture is premised on the shifting landscape leading up to and as a result of the 1925 Exposition, as well as what is seen as a pivotal and culminating moment on which all this hangs, the much neglected Exposition de France à Athènes which took place three short years later in 1928 and its follow-up Exposition de France au Caire in 1929.

Keywords:   international expositions, men’s fashion, tailoring, luxury, civilization, design history, display, modernism, Adolf Loos, Le Corbusier

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