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The Softer Side

Nancy Willett [ August 2003 ]

Fashion design is greatly influenced by the automobile and the automobile has been greatly influenced by fashion design. One of the greatest designers was Raymond Loewy, 1893 – 1987, who is called the “Father of Design” it was his influence that started the American Institute of Industrial Design, and whose influence is still felt today with a strong presence on the international scene in the Loewy Group.

Raymond Loewy came to this country from France, and with a young family to support, started out as a window dresser for many of the top stores in New York City. From that point he started illustrating clothing, and many of his fashions made top magazines such as Vogue.

You have seen his designs, many of which are still present today such as the Shell logo. This design became so well recognized that Shell eventually removed its name from the logo. Another very recognizable design is the Lucky Strike packaging along with the Greyhound Bus, S-1 locomotive, Exxon logo, Coca-Cola bottle and many household utensils such as toasters and the Coldspot refrigerator that he designed for Sears Roebuck. He also designed the interior of Air Force One for President Kennedy, and was the designer for the interiors of Saturn I and Saturn V and Skylab. Things we all take for granted today.

Of course, my very favorite design was the Studebaker Avanti. This four-seater sports coupe went from design to production in 18 months and was meant to compete with the Corvette and to help save a dying auto producer. The design was way ahead of anything the other producers were doing, but the price was a little more than the average person’s wages could support, and was only produced for two years 1963 and 1964 under the Studebaker name.

So the next time you pick up a fashion magazine, stop and think that just maybe that illustrator may have a wonderful career designing other things that make our life easier and beautiful.

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