|1905 aqua Worth gown|
This began to change in the late 1850's. A man by the name of Charles Frederick Worth was working as a draper in a dress shop called Maison Gagelin. He first introduced the idea of not merely swathing models in fabric for the customers to look at, but creating whole muslin outfits so that they could see the cut and decoration of something before choosing a fabric to make that same costume. His designs were soon amongst those on display at the shop, and despite their novel and (for the time) daring departure from accepted styles, won a gold medal for Gagelin.
|Worth gown 1883-85|
He kept the tradition of using live models, but rather than draping them in fabric, or showing them in muslins, he moved to having shows at his atelier where they would model actual garments in full fabric and decoration and with appropriate accessories, all available for the patrons to have made in their own size and with their personal modifications if desired. His was also the first fashion house to offer perfume, and commissioned the famous glass-maker Rene Lallique to design a bottle to showcase it. The modern perfume industry was thus born, and more scents followed; though "Je Reviens"(1932) remains the most popular to this day, thanks in part to soldiers during WWII who likes to give it to their sweethearts, probably because it means "I will return".
|Worth gown 1910|