Cubist Fashion

Abstract

This article examines the marketing of fashions as cubist and futurist following the 1913 Armory Show in New York. Merchandisers used the notoriety of the exhibition, especially the imported cubist canvases, to mainstream the avant-garde for mass consumption. Through advertising, fashion shows, and exhibitions of cubist canvases in department stores, merchandisers attempted to simultaneously promote cubist fashion as stylish and as distinctly American. This article argues that this marketing campaign introduced, albeit unintentionally, the American public to European avant-garde art and ideology. The rhetoric around the style accelerated a popular acceptance of these challenging styles and ideas and complicated the constructed divisions between the commercial and avant-garde.

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