A catwalk model, circa 1947 – 1957.
Haute Couture, just like in any other other country in the world, did have a place in the USSR. However, it was a different, isolated, strange and suffering element, full of its own peculiarities and catfights. Two catwalk models, Leka Mironova and Tatiana Mikhalkova, reminiscent about their jobs at the only Fashion House back in the USSR. Those were the days, my friend..!
Best Toliet Soap “Record”, a poster circa 1970
As you know from the first article, the choice for perfumes and other toiletries really wasn’t there. However, the situation began to change from the mid1970s. The imports from the countries of the so-called socialist camp were entering the Soviet market. Every woman still remembers an excellent Polish perfume “May Be” – they were extremely popular! There were also imports of some middle-of-the-road make up from Poland, but they were still very sought after and outrageously expensive!
The great shortage of almost everything required for normal well being was one of the most distinguished features of the Soviet economy. Surely, there was food, clothes and some cosmetic goods in the Soviet shops in 1950s-1970s but the variety was incredibly poor.
However, the philosophy was that the Soviet people were used to comparing their life standards with the ones of the Second World War – so any small-time luxury was very warmly welcomed. Being a nation of plain tastes, the Soviet people were happy to be buying things made in the USSR – they understood that even not so long before, it was impossible.
Many people still associate the fragrance “Red Moscow” with their childhood. All women, especially those who wanted to be elegant, were in love with this perfume. “Red Moscow”, created exclusively for the Russian Empress Maria Feodorovna, in 1913, had quickly become a tremendous success both in Russia and abroad. Henri Brocard, the owner of the largest Russian factory of pomades, perfumes and soaps before the Revolution; had created the perfume “The Empress’s Favourite Bouquet”. When in 1917 his factory was nationalised and renamed into the “Zamoskvoretskiy Soap Factory No 5”, the perfume was also renamed as “Red Moscow”.
During the Soviet times fashion was first and foremost, an instrument of propaganda of hard work attitudes and education of good taste. Therefore the way people were dressed was very strictly regulated – just like anything else, fashion had to be “planned” and “approved”.
Officially the most popular designs were the classic ones. Not only were they set out to promote the good taste of the clean cut and reserved elegance, it was also a very convenient way of production: once designed and approved, the classic dresses and suits were not as responsive to changes in the trends and hence inexpensive to maintain. The often boring-looking pieces of clothing were labelled as never going out of fashion and promoted as “eternally youthful”.
Eternally youthful, isn’t it?