Images(3)

Gown, Evening

Object number96.68.32

Designer Oscar de La Renta

Date1969

Possible OriginNew York, NY

Mediumaluminum fabric, cotton, beads, sequins, rhinestones

Credit LineGift of Alcoa, Inc.

DescriptionFull-length gold aluminum fabric mesh gown. V-neckline is trimmed with gold braid, pearl beads, and gold coins. Cuffs and waist are trimmed with gold braid, rhinestones, and tapered metal loops.Dimensions53.5 x 20 in. (135.9 x 50.8 cm)
Historical NotesOne of six haute couture fashions which were the top prize in Alcoa Wrap's Wild and Wonderful Fashion Match Game. Fashions were inspired by the world's style capitals, and the top prize in the Fashion Match Game included a three-week tour for two to Paris, London, Acapulco, Istanbul, Madrid, and Rome. Second prize was two fashions and five days each in Paris and Rome for two. Third prize was awarded to 1,000 winners who walked away with original aluminum belts designed by Oscar de La Renta.Label TextTo promote their aluminum foil, Alcoa enlisted Oscar de la Renta to design six outfits made from aluminum fibers to be awarded to the woman who could match the gowns to the six “fashion capitals” that inspired them—Paris, London, Acapulco, Istanbul, Madrid, and Rome. All you had to do was purchase a box of Alcoa Wrap and send it in with your guesses. Three second place winners would each receive two outfits. By 1969, Alcoa had been using fashion to promote aluminum foil for more than ten years. The company started encouraging new uses for aluminum after World War II. In 1956, Alcoa made a splash when it commissioned an aluminum-fabric ballgown by French designer Jean Desses. The “Alcoa ball gown” traveled around America for two years and was seen by nearly 100 million people. Multiple promotions followed between 1958 and 1969, including two more ball gowns, a disposable frock, and a rain coat. The only long gown created among the contest offerings, this form-hugging dress was possibly meant to evoke the draped fashions of ancient Rome.

Related institution Aluminum Company of America (1907 - 1998)

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