Horrockses Fashions: Off-the-Peg Style in the ”40s and ”50s
Author(s): Christine Boydell
Year published: 2010
Publisher Location: London
Total Pages: 192
Illustrations: Includes 180 full colour illustrations
Horrockses Fashions was one of most respected ready-to-wear labels of the late 40s and 50s. Founded in 1946 the company concentrated on the production of quality womenswear, beach clothes, housecoats and children’s attire. Although produced in considerable quantities, the firm maintained an air of exclusivity with an emphasis on good quality fabrics – especially cotton – with custom-designed patterns and couture styling. Horrockses’designs had a distinctive look, celebrated for their lively floral prints and full-skirted summer dresses. The label also collaborated with contemporary artists such as Eduardo Paolozzi, Alastair Morton and Graham Sutherland to create alluring designs for their fabrics.
Drawing together a wide range of archival material, ranging from magazine spreads to interviews with former employees and consumers, Horrockses Fashions: Off-the-Peg Style in the ’40s and ’50s tells the story of this iconic label and its role in the history of the British high street, while also exploring the connections between couture and ready-to-wear fashions in the post-war decades.