Imagine the medieval ages, where fabric was woven on looms in tedious processes. Even if the fabric may have been somewhat crude, it was still precious enough so that clothes would be made using the whole rectangular piece rather than cutting away edges and curves. Finally, in the 15th century, considered by many the dawn of “modernity”, uncut pieces of fabric were replaced by pieces carefully crafted to the body shape.
Up until the Industrial Revolution, if you wanted to have clothes that fitted properly you needed to be rich, since not anyone could afford a tailor who would meticulously fit garments according to your body shape. Ill-fitting clothes remained during the Industrial Revolution: the first industrially used patterns, were inaccurate and badly designed so that factory-made men’s suits were sagging rather unfittingly.
But the ages of the Industrial Revolution in the 19th century not only produced commercial mass produced patterns but graded patterns for home sewing that we are using today: in 1863, Ebenezer Butterick born in Massachusetts, launched The Butterick Company creating cardboard templates for children frocks. In 1873 they started to use tissue paper, which was much lighter, foldable and easier to send by mail. On followed James McCall, in 1919, Vogue Patterns, (1899) and Simplicity (1927).
But where is Burda? Aenne Burda , wife of Franz Burda founder of the publishing house, was only waiting for her turn, and what better opportunity could there have been than Germany’s post-war years. Shops were empty, and yet, Aenne knew, women wanted to feel and look beautiful. She created BurdaMode, a magazine that delivered style to the doorsteps of Germany’s post-war women, and today to millions of other women around the world.
BurdaStyle is the logic continuation of the print magazine BurdaMode. Although for Hubert Burda, son of Aenne Burda, it might be a bit more: with BurdaStyle he fulfilled the dream of his mother to establish her idea in the United States. What Aenne Burda could probably not foresee was that thanks to the Internet, the offspring of BurdaMode would ultimately reach out much further than the United States. What personally fascinates me most about BurdaStyle is the diversity of women and men that exchange ideas about sewing, style and fashion.
picture Courtesy of OptiTex