Word: midi
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Dates: during 1970-1979
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...woman leader has been seen wearing a dress in public since the cultural revolution. Heads snapped, therefore, when Chiang Ching, who is also Mrs. Mao Tse-tung and No. 3 in the Politburo, appeared at the floodlit Sino-U.S. basketball game in Peking wearing a well-tailored gray midi with white sandals and a white shoulder-strap bag. The Americans won 89 to 59. But Mrs. Mao, dazzling in her nonuniform and seated next to American Envoy David Bruce, had scored the most points...
...fashion world thrives on small controversies; last week's was over skirt length. To some retailers, some of the BigSkirts looked like a secondhand midi of a few seasons back. That calf-length style was a fiasco. Said Sara Monteil, a buyer for Continental Purchasing Co.: "American buyers remember the midi just like the Alamo and they aren't going to repeat old mistakes." Griped Norman Wechsler of Saks Fifth Avenue to Women's Wear Daily: "The last time we had the long lengths, even the stock market went down." Bob Sakowitz, executive vice pres ident...
...dress manufacturers of Seventh Avenue think that shirtwaist dresses are the answer, they are crazy. This style is frumpy. It is blatantly obvious that since the midi fiasco most of Seventh Avenue is grabbing at anything, hoping something will work...
...garment industry would swagger to the top with order pads in one hand and samples of the latest fashions in the other. But nowadays life along Manhattan's Seventh Avenue, main drag of the U.S. dressmaking industry, is a bit more subdued. Three years after the ill-starred "midi" provoked a customer rebellion that unstitched profits in firm after firm, many women are still shying away from dresses and skirts of any sort, and playing it safe fashionwise by choosing pantsuits. Result: a New York dressmaking disaster...
Nationwide, dressmakers' production last year dropped 1%, and 6,500 jobs disappeared. As sales sag, costs soar. Wholesale buyers, after the midi misfire, are anxious to avoid stocking ,up on any one style. The result is that dressmakers have to offer greater variety to attract interest-at the expense of their profit margins...