Transatlantic Trade, the periodical of the American Chamber of Commerce in Germany, published two editions in 1923 focused on Berliner fashion. Both issues are peppered with adverts from the Berlin sector directed towards American retailers. These proffer the image of a mid-range fashion location whose products are of a high quality but centred towards a different market than their Parisian competitors - a market directed towards the everyday. Employing promotion material and firm cases, this presentation will delve into the interaction of Berlin fashion with the global market, addressing the nature of Berlin products, their advertisement and distribution.
Alice Janssens is a PhD candidate and lecturer at Erasmus University Rotterdam. Her dissertation, The Rise and Fall of Berlin as a Fashion Capital: 1924-1939, addresses the business and economic history of the Interwar Berlin fashion industry. She holds an MA in Cultural Economics and Entrepreneurship from Erasmus University Rotterdam.