• Short Summary

    The Swedish Ready-made Clothing Industry Association and the Swedish Men's Fashion Council are responsible for arranging the large European Men's Fashion Show in Stockholm.

  • Description

    Denmark Dress Aalborg, Aarhus, Odense

    Belgium Antmerpen, Ostende

    Finnland Pori and Turku

    Holland Maastrich

    Sweden: Grispholm and Drottningholm

    France Avigon

    Switzerland Wil


    Sweden: Malmo

    Sweden Boras

    Italy Cortina, Torino, Cervinia

    Switzerland Lausanne

    Denmark Hornbeck, Lokken

    Holland: Speek

    The Large European Men's Fashion Show was this year arranged in Stockholm in the Blue Hall in the City Hall, where most of the West European countries showed the new look for the men and here you can take at look at it (see below scene list)


    Script is copyright Reuters Limited. All rights reserved

    Background: The Swedish Ready-made Clothing Industry Association and the Swedish Men's Fashion Council are responsible for arranging the large European Men's Fashion Show in Stockholm. A short presentation of the Men's Fashion Council and its activities may be appropriate.

    The majority of the members of the Ready-made Clothing Industry Association producing men's wear support the Men's Fashion Council, and so do all the Swedish woollen weavers and the Swedish branch office of the International Wool Secretariat. Thus there are participants cooperating in this union from the wool flock up to the finished garment.

    It was in 1957 that the Men's Fashion Council was founded and began its collective propaganda - incidentally the first of its type in Sweden. The tarot aimed at then was, and still is, to increase interest in men's clothes by focusing public interest on what is the correct dress for different occasions.

    From the beginning the activity has been two-fold: one object has been the informative advertising which has mainly been directed at the public in general, while the other task has been to establish advance fashion prognoses for each season, together with recommendations as directives to he members of the Men's Fashion Council and the retailers.

    These fashion prognoses involve no risk for uniformity of fashion since naturally the margin for individual interpretation is exactly as wide as the individual enterprises wish it to be. But they mean a desirable clarity on the essential basic tendencies in the coming fashion - something which all the sections of the branch and the clothes-buying consumers have every reason to appreciate.

    The Men's Fashion Council does not believe that prospects for a better male clothes culture are created by blackboard and pointer methods coupled with blatant advertising, but instead is convinced that in the long run more is achieved by friendly argumentation and expert, informative advertising. It is in conformity with this line of approach that the constant theme: THE RIGHT CLOTHES FOR YOUR ONE AND OTHERS' WELL-BEING has been formulated.

    The informative advertising has therefore been built up successively. During the first campaign in the Autumn 1957, The Men's Fashion Council shed light on the problem of correct dress instead of beginning by urging people ranter brusquely to dress properly. All advertisements were also formulated as quite questions: from the Men's Fashion Council - a question on correct dress and the question itself could sound like this: Is it really important to be correctly dressed even on weekdays? or do you pay the fairer sex the complement implied by correct dress?
    During Spring 1958 bad dress habits were challenged more directly and the slogan was: Your clothes constantly reveal the real you. The Men's Fashion Council no longer posed questions, but issued challenges. The advertisements presented real people from different professional and age groups in their daily activities, in their homes and during their leisure houses. The intention was to make as many men as possible identify themselves with the persons and conditions shown in the advertisements. And more frequently than before, woman entered into the picture - and justifiably so in view of the important part she plays as a counselor and - to be quite honest - as the decisive person when it is a question of buying men's clothes.

    It is fun to understand clothes was the password during the Autumn 1958. In short the fundamental idea was that with an understanding of clothes, it is possible to buy economically and at the same time purchase both comfort and elegance. The advertisements no longer were based on special situations which create and answer questions on correct dress, but instead the actual garments came more into the centre of the picture.

    During the present Spring season the Men's Fashion Council case aimed considerably more directly with its: 90% of what is seen of you is clothes, which with it almost challenging tone has aroused justifiable attention. And the fight goes on ....
    From the very beginning the Men's Fashion Council has wanted to give prominence to the conception good quality and characteristically all its messages always end with the statement that a correct male wardrobe is built up on high quality wool.

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