fashion
fashion

Fashion's Original Night Out

In 1915, Fairchild Publications launched a nationwide "Dress-Up" campaign to take place, in most cities, the first week of October.

In 1915 Fairchild Publications launched a nationwide “Dress-Up” campaign to take place in most cities the first week of October

In 1915, Fairchild Publications launched a nationwide “Dress-Up” campaign to take place, in most cities, the first week of October.

Photo By WWD Archive

Appeared In
Special Issue
WWD 100 issue 11/01/2010

Shop To It: Think it all started with Fashion’s Night Out? In 1915, Fairchild Publications launched a nationwide Dress-Up campaign to take place, in most cities, the first week of October. The movement was meant to spur consumer confidence —not just to buy more, but buy better and dress better, as a result of the growing prosperity in the U.S.

 

“Today we face a situation very different than that of last August,” wrote WWD on July 23. “Now we see beyond uncertainly that this country already is lapped by the first waters of a great tide of prosperity….Let us clothe our minds in Optimism and then express our minds’ attitude in better clothes than we have been wearing in this last year since the war began.” Coverage of the movement made all the national papers. “Dress Up Week—The Easter of the Fall,” declared the Boston Sunday Globe on September 19. WWD itself added on September 24 that the notion of Dress Up was “uncompromisingly American and that, in characteristic American style, it goes straight to the point....It represents the new note in merchandising—a disposition to play up quality and to commit the bargain idea—for one week at least—to the limbo of things that have failed.” Another article on October 22 offered this tag line: “‘Dress Up’—The National Tonic.”

load comments

ADD A COMMENT

Sign in using your Facebook or Twitter account, or simply type your comment below as a guest by entering your email and name. Your email address will not be shared. Please note that WWD reserves the right to remove profane, distasteful or otherwise inappropriate language.
News from WWD
Newsletters

Sign upSign up for WWD and FN newsletters to receive daily headlines, breaking news alerts and weekly industry wrap-ups.

LatestPublications
getIsArchiveOnly= hasAccess=false hasArchiveAccess=false