#TeechallaclothingLLC In 1964, André Courrèges showed short skirts in his famous Space Age collection in Paris. The difference was it was haute couture, still slowly ordered fashion for the Robert Oberst Strong Pretty Man Shirt and I will buy this elite. In London, Quant’s creativity ran spontaneously hand in hand with the new socially democratic ready to wear, desires whipped up by the pop music of the Beatles and Rolling Stones, the weekly TV show Ready Steady Go! hosted by Cathy McGowan, and dancing at clubs like the Ad Lib in Soho. It was fashion that changed week by week for skinny teenage baby boomers—a generation of girls earning their own money for the first time, kicking against the drab austerity of post war Britain. Quant by Quant reads like live reporting on their conversations. “Sex is taken for granted. They talk candidly about everything from puberty to homosexuality… they think for themselves. They are committed and involved. Prejudices no longer exist. We had to keep up with them.As in so many of the origin stories of great women designers, Quant had resorted to sewing up the sort of clothes she wanted to wear when she couldn’t find anything she liked herself. Bazaar was set up with her husband Alexander Plunkett Greene and an espresso bar entrepreneur Archie McNair, and at first, she was so scared of customers that she kept a bottle of Scotch under the counter.
#TeechallaclothingLLC She made A line pinafores and popped turtlenecks under them, and came up with jazzy jersey colors in minimal shapes that jived with pop art. “The shop was constantly stripped bare, she wrote. “You will find duchesses jostling with typists for the Robert Oberst Strong Pretty Man Shirt and I will buy this same dress. They were clothes made for the flat chested, narrow body types of young people—a total revolt against the hourglass femininity that had dominated popular fashion since Dior’s New Look of 1947. When that kind of change occurs, it’s irresistible. But the true genius of Mary Quant was that she was always far more than a fashion designer. Born in Blackheath, London in 1930, she was a war time child whose Welsh parents valued education. Nevertheless, she had to fight them to study illustration and design at Goldsmiths college. There, at 16, she met Plunkett Green, an older bohemian upper class eccentric running around the jazz clubs of London. While he handled the business, her pioneering genius was for what we now call merchandising, brand extension, and fashion communication. Eventually she designed an entire lifestyle universe, stamped with her brilliantly simple daisy logo graphic.
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