“A Style Conscious Nation Eagerly Awaits”: Chambers of Commerce and the Making of the American Fashion Industry, 1900-1960

Abstract

This article considers the role of Chambers of Commerce in promoting and protecting the fashion industries in Miami, Miami Beach, Beverly Hills, and Los Angeles in the first half of the twentieth century. I demonstrate how the Chambers used sportswear to proactively cultivate a national image as a style mecca in order to lure trend-seeking tourists, business owners, and potential residents. Working alongside government officials, tourism boosters, and real estate developers, the Chambers facilitated collaborations between members including group fashion shows and professional organizations that sent representatives around the country to sell city-made collections. Chambers advocated for and promoted shopping districts such as Lincoln Road and Rodeo Drive, which brought in more tourists and more revenue. This article details how Chambers of Commerce facilitated the making, selling, and buying of American sportswear and the role this played in shaping the economic, social, cultural, and geographic landscapes of their beloved cities.