Consuming Mass Fashion in 1930s England

Dr Cheryl Roberts is Senior Lecturer at Chelsea, Camberwell and Wimbledon (CCW), University of Arts London (UAL), UK. She also teaches on the Royal College of Art/V&A Museum MA History of Design Programme and is currently Visiting Research Fellow in the School of Humanities at the University of Brighton, UK. Her research is rooted in the material culture of objects—particularly the consumption of dress and textiles—and how they acquire meaning through their relationship with specific acts in historical and cultural contexts.

“With its references to previous literature, extensive footnotes, lengthy citations and discussions of future work, the publication reflects its genesis as a PhD and it makes a welcome addition to dress history, particularly to studies of the dress of working-class women and to all aspects of dress of the 1930s studies of retail.” (Christine Boydell, Costume, Vol. 57 (2), 2023)

• Introduction. Premise.- Chapter 1. Agents of change.- Chapter 2. What is fashion?.- Chapter 3. Progressive production practices: Developments in design, print, colour forecasting and fabric.- Chapter 4. New developments and technological change: The business of mass manufacturing fashion.- Chapter 5. Localities of fashion modernity in the 1930s: Practices of retailing behind the high street.- Chapter 6. Localities of fashion modernity in the 1930s: Practices of retailing on the high street.