"Rīgas Modes", 1954-55

Rīgas Modes, 1954-55 by Fashion Museum RigaFashion Museum

Rīgas Modes was definitely the most popular fashion magazine in the USSR.

Rīgas Modes, 1954-55 by Fashion Museum RigaFashion Museum

The magazine first came out in 1948 and was introduced as “Assistant for families and sewing workshops in creating beautiful and tasteful clothes.”

The illustrations were drawings, not photos.

Rīgas Modes, 1954-55 by Fashion Museum RigaFashion Museum

It appeared four times a year until 1992, in Latvian and in Russian.

Rīgas Modes, 1954-55 by Fashion Museum RigaFashion Museum

The circulation was quite impressive, with a whopping 220,000 copies – but it did not cover the needs of the entire Soviet Union.

Rīgas Modes, 1954-55 by Fashion Museum RigaFashion Museum

Each issue was handed down from hand to hand and was read down to holes. Pattern sheets were valued the most.

Rīgas Modes, 1954-55 by Fashion Museum RigaFashion Museum

Fashion historian and collector Alexandre Vassiliev represents the magazine as the “Soviet Vogue”.

Rīgas Modes, 1954-55 by Fashion Museum RigaFashion Museum

It contributed to forming a sense of taste and style and also demonstrated the primary standard of beauty.

Rīgas Modes, 1954-55 by Fashion Museum RigaFashion Museum

Riga was the trend-setter for the entire Soviet Union. Artists of the Riga Fashion House created designs that were shown in exhibitions and fashion shows.

Rīgas Modes, 1954-55 by Fashion Museum RigaFashion Museum

In 1950’s Soviet fashion and particularly Riga fashion was not behind European one. “New look” looked the same here and abroad. Bourgeois images for luxury women.

Rīgas Modes, 1954-55 by Fashion Museum RigaFashion Museum

There were no many places where Soviet woman could wear these dresses, but Rigas Modes insisted on beauty and splendor.

Rīgas Modes, 1954-55 by Fashion Museum RigaFashion Museum

Clothes for kids were homemade. It was hard to buy underwear, dresses or trousers for kids, but parents wanted kids to look socially appropriate and neat.

Rīgas Modes, 1954-55 by Fashion Museum RigaFashion Museum

Mothers and grandmothers spent hours sewing and knitting. Kids had to treat clothes carefully.

Rīgas Modes, 1954-55 by Fashion Museum RigaFashion Museum

Homewear such as bathrobes in 1950’s also looked bourgeois. Robes for cleaning and cooking will come into household 10 years later. Now women are wearing bathrobes spending leisure morning hours.

Rīgas Modes, 1954-55 by Fashion Museum RigaFashion Museum

Rīgas Modes was not the only guide in the world of fashion, but it was definitely the most influential one for both women and men.

Rīgas Modes, 1954-55 by Fashion Museum RigaFashion Museum

Men’s fashion in the USSR in 1950’s also didn’t lag behind European one. Men were proposed to wear double-breasted suits and tail coats as well as linen suits with ethnic Latvian decorations.

Rīgas Modes, 1954-55 by Fashion Museum RigaFashion Museum

Come to Riga, where you could wander the streets of the Old Town, drop in at small shops and stop by large shopping centers, and witness that art of creating fashionable clothing is definitely alive.

Credits: Story

Fashion Museum, Riga, Latvia
Rīga, 24–1 Grēcinieku Street, LV-1050

www.fashionmuseumriga.lv

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