Fashion in Moderation

Marie-Emmanuelle Chessel (1)

1 CSO - Centre de sociologie des organisations (Sciences Po, CNRS)

When the descendants of the geographer Jean Brunhes decided to deposit his private papers at the French National Archives, in the early 2000s, they had one condition: that the documents regarding the associative action of this social Catholic also be conserved. This was how the archives of the Ligue sociale d’acheteurs [LSA - social consumers’ league], which he founded in 1902 and hosted along with his wife Henriette, née Hoskier, up until the death of the latter in 1914, were conserved1. Historians interested in these pioneering militants of consumerism have since had access to them. These records contain a large amount of correspondence and publications, as well as the productions of this League, including the calendar reproduced on the following page. The calendar provides us with information on this association, its discourses, and the types of action that it invented at the beginning of the twentieth century.

Keywords: fashion; Ligue sociale d'acheteurs; calendar; consumer

Domains: Humanities and Social Sciences; History

Marie-Emmanuelle Chessel. Fashion in Moderation: The Ligue sociale d'acheteurs and the Appeal to Female Consumers at the Turn of the 20th century. Modes pratiques. Revue d’histoire du vêtement et de la mode, 2018, Special Issue, pp.220 - 227. ⟨hal-01915048⟩