They were people who could buy things in shops, but had no clothes of their own. They were the poor, yet they could afford to buy fancy clothes. What flappers were good at was the buying of things. They had great stores and big stores. In Paris, France, in the time of the Revolution, there were over 400 stores. One of them was in the Palais Sainte-Mette, which is also the Palais Vaudois. It was filled up with flappers who sold clothes. The girls were able to buy things from the shopkeepers. If they didn’t, they used their credit cards to buy things themselves. They could buy clothes, boots too.
The fashion house was one of those companies that had always known where the money was going. They would ask themselves how much of their sales were going to flappers. Their stockbroker or salesperson would get a report. The report had to be the same. The more flappers bought, the more the dress industry could make money and be profitable, and they didn’t really care, they were happy as a hen with a new hat.
We all know about the fashion house. I don’t know that they have any significance more than the fashion industry or the newspaper industry. There wasn’t anything different in the clothing industry.
What did the flapper look like in the 1930s? She was like anyone else. She was young, she was young-looking… she had a good figure, her hair was long, she had short skirts, she had a good voice, she had a good laugh. She was a good role model for children. Women had great confidence in her.
There were many magazines for the flapper, and magazines were for everybody. They were very popular, also. The flapper would get the most important stories. They were very popular for a year or two, before they began to be very expensive.
After World War I, when the fashion became more and more important, flappers didn’t bother to go back to Paris. They didn’t take pictures because they used all the images they could find. They were getting the same money as everybody else. They went back to London. London looked very different then. There were fewer girls, there were less clothes. The city looked very different, as if everything around it was different.
They didn’t mind, they liked the new city that looked nice. But not so nice that they decided to quit Paris.