Word: midi
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From then on, WWD relentlessly pushed the midi. In stories, gossip items and pictures, it pounded the theme: "The whole look of American women will now change, and die-hard miniskirt adherents are going to be out in the fashion cold." In Rome, Fairchild photographers found "Longuette Thoroughbreds" at a horse show. In London, they spotted "Longuette Birds" and "Sportive Longuettes." Back in the U.S., the paper claimed that executives along Manhattan's Seventh Avenue, the central
...Completely" is too strong by far, but many in the fashion trade have indeed placed huge stakes on Fairchild's gamble. Because of the recession and the mini-midi hesitation of American women, fabric mills have slowed down, clothing manufacturers have gone out of business or "into suspension," and retailers are hurting. If hemlines go down far enough, women will have to buy complete new wardrobes; midi dresses, skirts, coats; belts and bags; higher-heeled shoes and boots. That could mean millions of dollars in sales, and security for thousands of jobs. Katherine Murphy, a fashion coordinator for Manhattan...
...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...