Word: midi
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Dates: during 1970-1979
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...anyone buying? Despite the Longuette pictures that WWD crams into its pages nearly every day, midi purchases are still pretty much limited to the fringe crowd?women who want to be first with anything new, no matter what; women who need to hide atrocious legs; women who do things just to be different. Manhattanites who might run into Fairchild at Restaurant X, Y or Z (see glossary) probably own at least one midi; eager candidates for a mention in a WWD gossip column certainly...
...Washington, where the social set runs a bit longer in the tooth than in New York, a few senior wives have gratefully followed Mrs. Nixon's return to the midi as a way of dealing with the ravages of time. Film stars present a mixed pattern; those whose bodies are their fortune are not about to conceal firm thighs, golden with sun. Those who fancy themselves trendsetters (Raquel Welch is one) have been wearing midis since last spring. And rebels like Jane Fonda, who have been wearing long skirts for more than a year, will probably be perversely prompted...
...many ways, Fairchild seems to agree with the anti-midi movement when he talks about the changing influence of fashion. "No one can dictate fashion," he says. "It is like telling someone what they must eat." He also stresses the growing influence of youth: "Paris still gives fashion authority. But today, fashion is born on the world's streets, in the East Village, and on the Left Bank, on King's Road and the Corso in Rome." He would be the first...
Meanwhile, Fairchild has plenty to occupy him in just churning out Women's Wear and battling for the midi. Field headquarters for the fray is Fairchild Publishing's grubby third-floor editorial room, a noisy, bare-floored relic straight out of Front Page, where editors shout and ink-stained copy boys scurry. A few feet away from Fairchild's scarred, wooden desk sits Publisher Brady, who starts the day at WWD by calling the top editors together for a brutal analysis of that morning's issue. "That sketch on Page One today is grotesque," he snapped at a recent session...
...midi campaign, Fairchild's principal strategists are Brady and June Weir, WWD's fashion editor, whom Fairchild made a vice president in a recent shakeup (and whom Jacques Tiffeau calls "a nun with a knife in both pockets"). Fairchild and Brady have been close friends ever since 1953, when John was covering the retail stores and Brady was working in Macy's advertising department. Weir came to WWD in 1954, also from Macy's, where she had been an assistant buyer. Fairchild first got the midi notion in 1966, says Weir, when he saw Zhivago-inspired coats in Paris...