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Augustabernard [Bernard, Augusta]locked

(b 1886; d 1946).
  • Pamela Elizabeth Grimaud

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[Bernard, Augusta]

(b 1886; d 1946).

French fashion designer. Augustabernard is known for her understated, elegant garments, whose subtlety belies a mastery of technique. Hailed as a ‘sculptor of cloth’ and a ‘classic modern’, Augustabernard was considered among the most innovative and skilled couturières of her generation.

Augustabernard was born in Provence in the south of France and began her fashion career by creating reproductions of designs by the leading couturiers of the day. In 1919 she opened her Paris salon in the Rue de Rivoli. At that time there were two competing houses using the name Bernard, and it is likely that because of this Augustabernard joined her first name and surname together, creating a griffe or signature label synonymous with exclusivity. In 1928 she moved to 3, Rue du Faubourg Saint-Honoré, bringing with her a selective and devoted clientele. By the early 1930s Augustabernard was receiving coverage in the French and international fashion press, achieving success with her simple, yet innovative designs....

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