Allo, allo, ici le Bucharest du pedigree! The nationalization of women’s fashion in interwar Bucharest
Allo, allo, ici le Bucharest du pedigree! The nationalization of women’s fashion in interwar Bucharest

Summary/Abstract: The newly formed Greater Romania engaged in a process of modernization, with Bucharest as its flagship metropolis, striving to be recognized internationally and reach economic stability. Women’s fashion became a marker in substantiating Romania’s self-assertion as a modern state, with great emphasis on creating a viable textile industry. This occurred with protectionist policies implemented by increasingly right-wing, totalitarian decision makers. These measures also aimed at curbing Romania’s reliance on textile imports, by providing cheaper comparable raw products domestically. More complex fashion and beauty items were declared luxury products and were thus heavily taxed. Even though the costs became exorbitant, women were still expected to be elegant. They were a form of national currency, as beauty ambassadors, both in their daily lives, during their frequent outings, and in events such as beauty pageants. Bucharest, in its quality of Little Paris, mirrored and oftentimes foreshadowed these tendencies.

• Details
• Contents