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Tuesday, June 18, 2019

know about Gloria Vanderbilt jeans queen

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know about Gloria Vanderbilt jeans queen
She was author, artist, swan, and mythical figure. But his most indelible legacy may be what he did for denim.

Gloria Vanderbilt, who died on Monday at age 95, was many things in her long life: an artist, writer, actress, sociable, designer, pawn, tragic story, triumphant survivor, eternal optimist, mother and wife (several times), but for many in the late 70s and early 80s, she was also the name that helped change the denim forever.

"Gloria Vanderbilt": that loopy doodle, handwriting with the G and the V tilted to the right as if blown by a giant gust of wind (or enthusiasm), the list d remained, as if leaning to entrust a Secret, all dotted with The back pockets of millions of tight dark jeans, was, for a time, like a secret passport to a new world of style.

It promised a sample of the life that little Gloria had lived, marked by apartments in Park Avenue, Hollywood, self-invention, and reinvention, beauty and fame in spite of everything. Only thanks to Gloria Vanderbilt, suddenly everyone can have access to it.

He took the most democratic concept of all the basic concepts of the United States and married him with a story that apparently lived completely behind a velvet rope, and the combination altered everyone's wardrobe. If you think your clothes have nothing to do with Gloria Vanderbilt, think again.

Mrs. Vanderbilt - Diane von Furstenberg here for that - but she was the first to put on jeans. The result propelled her to public fame in a way that her previous forays in acting never did, which allowed her to rewrite her narrative in the public imagination. Instead of "poor Gloria", the child victim of a terrible public custody battle, became Gloria Vanderbilt, the queen of jeans and the businesswoman.

And that transformation paved the way for many of the designers who followed her, from Carolina Herrera (who started her line in 1980) to Tory Burch and even the creators of the Kardashians style who sell the elixir of their own glamor through garments.

"She was relevant in everything she did," said Ms. Von Furstenberg. "She got the zeitgeist for almost a century."

It started in 1970, when Mrs. Vanderbilt, who had discovered art in high school and had studied it for a while in the Art Students League of New York, appeared in "The Tonight Show Starring Johnny Carson" to show some of her collages. (He had had a show at the Hammer Galleries in New York the year before). That led to some incursions in textile design.

In 1976, Murjani, a manufacturer of Seventh Avenue, was looking for a name on his jeans to distinguish them from the denim mass. Murjani was already working with Ms. Vanderbilt on a line of blouses, and the company asked her if she would be interested. Ms. Vanderbilt did not have enough support, she was smart enough and had been in Vogue enough to see the opportunity.

The jeans showed his name in his back pocket for all to see and sported a small swan in his inside pocket, a reference to Mrs. Vanderbilt's first role in 1954, in "The Swan" at the Pocono Playhouse in Pennsylvania. (It was also one of the "swans" of Truman Capote, that group of beautiful women immortalized in the 1975 story "La Côte Basque 1965").

Presented in 1977, they were announced on buses and with a $ 1 million television commercial campaign with the presence of Mrs. Vanderbilt purring in front of the camera.

The day the commercial was shown, Murjani said, all 150,000 pairs of jeans that the company had produced were sold.

Ms. Vanderbilt demonstrated that she did not need a formal design background to be a highly successful designer. "It's a matter of taste, is not it, feeling what can go with what?" She said in an interview for the Financial Times in 2014. "I do not think it has to do with education." In fact, I had to do it with aspiration.

In 1979, his line of denim was the most sold in America, surpassing his rivals Calvin Klein, Jordache, and Sasson. If Calvin had sex in a nightclub and Jordache surfed with stallions, Gloria Vanderbilt offered something else: sex and adult class. Even his use of the word "derrière" in commercials is so French! - Hit that je ne sais quoi.

Appearing in a fur wrap, her characteristic dark helmet with chin to chin held in place, with a broad smiling smile, promoted the benefits of elastic denim, how she felt "like the skin of a grape" as it is described by a model). She was QVC before there was QVC. In 1980, his line generated more than $ 200 million in sales and Calvin and co.is