On the History of Lithuanian Fashion Discourse: Why a Genuine Fashion Magazine did not Occur in Interwar Lithuania
On the History of Lithuanian Fashion Discourse: Why a Genuine Fashion Magazine did not Occur in Interwar Lithuania

Summary/Abstract: The existence of fashion magazines is an important element of the entire process of fashion in a culture, because it structures the field of fashion, establishes hierarchies, defines and discusses the notion of good taste, educates the public about fashion in general, and manifests a stable social structure. The public of the First Lithuanian Independent Republic (1918-1940) was a very fashion-conscious one, and the subject occupied a considerable space in the public discourse of the time. However, a truly local fashion magazine was never produced. The aim of the article is to examine the social and historical circumstances that were the reason for the absence of a real fashion magazine. Based on the secondary sources used to analyse the chosen topic, the article suggests several reasons for the absence of a national fashion magazine and briefly reviews the fashion discourse that existed outside of fashion magazines, reflecting on its wider cultural and social meanings.

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