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Demorest, Mme.

Lauren Whitley

Source: The Berg Companion to Fashion 2010

Encyclopedia entry

Madame Demorest’s entrepreneurial success can be attributed to her astute understanding of the American fashion business as a combination of creativity, marketing, distribution, and brand identity. She claimed a number of innovative products, including a line of comfortable corsets, an affordable hoopskirt, the Imperial Dress-elevators (loop fasteners enabling skirts to be raised), and a sewing machine that could sew backwards; moreover, she developed the Excelsior Dress Model drafting system, a

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