Day Dress by Horrockses Fashion
The traditional focus of couture was the creation of high fashion garments for private clients. However, sales to department stores and wholesalers became increasingly important after the war. Some designers created ready-to-wear collections specifically for the export market, using the mass-production and sizing methods developed in the USA, and the sale of home dressmaking 'couture' patterns in Vogue and other magazines made the couturier’s ideas available to a wide audience and proved to be both lucrative and popular.
Ready-to-wear dresses such as this from Horrockses Fashions combined the fashionable couture silhouette with youthful and innovative textile designs, and would have appealed to women of different ages and social backgrounds as the perfect summer dress. These dresses were relatively expensive and were popular with members of the Royal Family - but working women would save up to buy one, often as a honeymoon outfit.
Info.
Day dress by Horrockses Fashion. Grey cotton printed with pink roses and white daisies, Britain, 1953. Museum no. T.640-1996