Reinventing the Chic Parisienne
This chapter evaluates the influence of marketplace modernism on the reinvention of the chic Parisienne in France. It describes the commodification of chic and suggests that though marketplace experts did not invent these ideas they successfully popularized and commodified them. Their conception of the consumer and the market drew on popular notions of aesthetic self-hood propounded in the advice literature of the nineteenth century as well as on new definitions of art and art-making originated by modernist painters and writers. This chapter also analyzes the crafting of the aesthetics of the marketplace, which this chapter calls marketplace modernism, in the face of a trenchant attack on the aesthetic and moral debility of the commercial public.
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