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This dissertation examines how fashion media discourses created the conditions through which the fat, female body was both known and constructed within the context of the early large-size garment industry in the United States, or what between the years 1915 and 1930 was known as “stoutwear.” Drawing on a wide array of media sources, including women’s and fashion magazines, trade journals, catalogs and style guides, and employing Michel Foucault’s archaeological method, the dissertation examines the productive nature of fashion discourse in the construction and constitution of the fleshy body, or how the discourses of stoutwear brought order to the disorderly, fat, female body. While previous studies of the relationship between dress and the body have theorized how the body is fashioned, this dissertation builds upon these works through its focus on how discourse manifests fashion practices and thereby gives shape to the cultural body. The first chapter provides an overview of this premise, reviews the small body of extant literature on plus-size fashion and defines key terms used in the dissertation. As an extension of the introduction, the second chapter outlines key methodological and theoretical concerns, including the practice of studying a history of fashion “without fashion,” discourse analysis, visual analysis, technologies of the body, fashion media discourse and dress as a situated bodily practice. The ensuing analytical chapters are organized so that they proceed from “macro” practices (i.e. the construction and constitution of the industry, stoutwear design and advertising strategies) to the “micro” (i.e. embodied dress practices) so as to evidence how the discourses of stoutwear touched every level of fashion practice. Chapter three provides a broad historical foundation for the study by examining the origins of the stoutwear industry and identifying the key actors and firms who were instrumental in consecrating the idea of a stoutwear industry separate from, but adjacent to, the burgeoning ready-to-wear industry. Thereafter, chapter four explores the design discourses of stoutwear and how these intersected with the aesthetics of modernism and the nascent technology of standardized sizing. Chapter five examines the practice of selling stoutwear, and specifically how stoutwear was advertised within the women’s and fashion press and how it was sold within department stores. Key issues in this chapter include the representational conventions of depicting fat women in the fashion media and the segregation of stoutwear into separate departments. Chapter six considers what it meant to look stout and how the stigma of stoutness was constructed within mainstream fashion media and ancillary to the slender ideal. Finally, chapter seven looks closely at style guides as a site of self-fashioning discourses. The dissertation concludes that stoutwear discourses were underpinned by a “slenderness imperative,” or a disciplinary regime that manifested a “stout ideal,” or a stout body that visibly aspired toward slenderness. In its entirety, this interdisciplinary dissertation illuminates a history that has been almost entirely neglected within conventional histories of fashion at large, and within American fashion specifically, while also contributing to the theoretical literature on the relationship between fashion, dress and the body.

This article examines the dynamics of the brand-focused online community blog Effortless Anthropologie, devoted to the popular retailer Anthropologie, with particular emphasis on how brand values are created, espoused and disputed by its members in a dynamic and interactive online forum. Using relevant literature on the concept of brand community, the net is expanded to capture the activities of a community that exists primarily online. We use examples of posts and commenting activity to demonstrate that it is the existence of the blog that facilitates and maintains such a strong sense of community. This, along with the fact that the blog exists independently from the retailer that it values – that is, it is not a company blog – forces us to reconsider our concept of how brand communities are formed and maintained in the virtual realm. From this analysis, we can learn how brand communities are facilitated by blogs and how they take on a unique dimension online. Consumers use blogs like Effortless Anthropologie to find a community of like-minded users and be a part of a community existing outside of the retail sphere. Retailers and marketers might engage with or be aware of the sense of trust, bonding and loyalty that such an online community engenders.

In this article, I plan to reflect on the pedagogical challenges I’ve faced in my first semester of teaching fashion studies material at Parsons, speaking specifically to the challenges I’ve overcome in leading my junior seminar, Supermodel: Beauty, Fashion, and Performance, and in devising a new undergraduate fashion theory elective. In doing so, I will provide an overview of Fashion Studies as a newly-emerging academic field and outline the reflections that other scholars have published thus far. While the aforementioned will serve as a broad foundation for my paper, my primary focus will be on my own experience. In contributing my perspective as a teacher of undergraduate MFA students at Parsons to this conversation, I will pose the following questions: What challenges do my students face in working within a discipline and in a manner that is so different from their own practice? What is the most effective way to introduce students to fashion theory and criticism? What issues are students most drawn to? And finally, how might classes such as mine influence students in reflecting on their own practice as designers? The purpose of this article will thusly be to foster a dialogue between Fashion Studies scholars as well as with other academics who work and research in interdisciplinary fields.