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Fashion Brands, 3rd Edition by Mark Tungate

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01

A history of seduction

Fashion is a factory that manufactures desire.

Everything began in Paris. Later we’ll turn to New York and Milan, to London and Tokyo, but most experts agree that fashion, as we know it today, was born in the French capital.

From the days when the couturier Worth designed dresses for Empress Eugénie, the wife of Napoleon III, to the final episode of Sex and the City – surely the most fashion-conscious television series of recent times – Paris has been a byword for style. As Bruno Remaury, social anthropologist and lecturer at the Institut Français de la Mode, the leading French fashion school, points out, ‘The very word “fashion” comes from the French: façon means to work in a certain manner, and travaux à façon is ...

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